Back To The Future Using Marketing Basics To Provide Customer Value

Author : Nina Krey,Patricia Rossi
Publisher : Springer
Page : 816 pages
File Size : 46,8 Mb
Release : 2017-12-04
Category : Business & Economics
ISBN : 9783319660233

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Back to the Future: Using Marketing Basics to Provide Customer Value by Nina Krey,Patricia Rossi Pdf

This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Author : S M A Moin
Publisher : Taylor & Francis
Page : 173 pages
File Size : 42,5 Mb
Release : 2024-07-12
Category : Business & Economics
ISBN : 9781040094594

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Storytelling in Marketing and Brand Communications by S M A Moin Pdf

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Author : Bilgehan Bozkurt
Publisher : Emerald Group Publishing
Page : 240 pages
File Size : 51,9 Mb
Release : 2019-01-14
Category : Business & Economics
ISBN : 9781787698352

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Debates in Marketing Orientation by Bilgehan Bozkurt Pdf

This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.

Author : José Luís Reis
Publisher : Springer Nature
Page : 686 pages
File Size : 41,7 Mb
Release : 2024-06-16
Category : Electronic
ISBN : 9789819903337

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Marketing and Smart Technologies by José Luís Reis Pdf

Author : Androniki Kavoura,Efstathios Kefallonitis,Apostolos Giovanis
Publisher : Springer
Page : 1330 pages
File Size : 41,8 Mb
Release : 2019-07-03
Category : Business & Economics
ISBN : 9783030124533

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Strategic Innovative Marketing and Tourism by Androniki Kavoura,Efstathios Kefallonitis,Apostolos Giovanis Pdf

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

Author : Georgia-Zozeta Miliopoulou
Publisher : Taylor & Francis
Page : 218 pages
File Size : 50,5 Mb
Release : 2024-04-08
Category : Business & Economics
ISBN : 9781003858621

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Creative Advertising Concept and Copy by Georgia-Zozeta Miliopoulou Pdf

Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 425 pages
File Size : 44,7 Mb
Release : 2022-06-16
Category : Business & Economics
ISBN : 9781529788433

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The SAGE Handbook of Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

Author : M. Claudia tom Dieck,Timothy Jung
Publisher : Springer
Page : 335 pages
File Size : 50,8 Mb
Release : 2019-02-19
Category : Business & Economics
ISBN : 9783030062460

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Augmented Reality and Virtual Reality by M. Claudia tom Dieck,Timothy Jung Pdf

This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing opportunities for businesses to offer their customers unique services and experiences. The papers gathered here advance the state of the art in AR/VR technologies and their applications in various industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and gaming. The volume collects contributions by prominent computer and social sciences experts from around the globe. Addressing the most significant topics in the field of augmented and virtual reality and sharing the latest findings, it will be of interest to academics and practitioners alike.

Author : Cheng Lu Wang
Publisher : Springer Nature
Page : 1070 pages
File Size : 44,7 Mb
Release : 2023-01-25
Category : Business & Economics
ISBN : 9783031149610

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The Palgrave Handbook of Interactive Marketing by Cheng Lu Wang Pdf

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system. This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices. Chapter 41 “Ethical Considerations in Gamified Interactive Marketing Praxis” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Author : Meghanathan, Natarajan
Publisher : IGI Global
Page : 348 pages
File Size : 46,8 Mb
Release : 2019-02-22
Category : Technology & Engineering
ISBN : 9781522581895

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Strategic Innovations and Interdisciplinary Perspectives in Telecommunications and Networking by Meghanathan, Natarajan Pdf

The lack of clear communication, especially internationally, plagues the modern world in a variety of fields. Researchers and practitioners within the modern networking and communication industries strive to discover new and innovative ways for humans to better contact one another. Strategic Innovations and Interdisciplinary Perspectives in Telecommunications and Networking provides emerging research exploring the theoretical and practical aspects of network management and security, as well as applications within computer science, mobile and wireless computing, and multimedia technology. Featuring coverage on a broad range of topics such as coding theory, mobile devices, and contextual advertising, this book is ideal for students, researchers, social media marketers, brand managers, networking professionals, and engineers seeking current research on cross-disciplinary applications of electrical engineering, computer science, and information technology.

Author : Barrie Gunter
Publisher : Routledge
Page : 248 pages
File Size : 50,7 Mb
Release : 2021-09-01
Category : Photography
ISBN : 9781000428940

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The Psychology of the Selfie by Barrie Gunter Pdf

The Psychology of the Selfie provides a comprehensive overview and analysis of research on the significance of selfies, offering insights into the topic from a psychological perspective and examining important issues such as body image, self-objectification, mental health and psychological benefits. Selfies are a worldwide phenomenon. Although dismissed by critics as a sign of self-absorbed narcissism, they are also a social currency that maintains and reinforces friendships, a feedback loop for self-identity affirmation, a promotional tool for gaining social influence, and a method for preserving memories of life events. In this book, Barrie Gunter expertly explores the psychological underpinnings of the contemporary global phenomenon of "selfies", from the historical roots and meteoric rise due to technical advancements, to the different personality types of selfie-takers, to social relationships, to group and personal identity. Looking at both the psychological nature and impact of selfies, this book reviews different psychological outcomes for selfie-takers, both positive and negative, and the growth in psychological and physical problems that can sometimes arise. Presenting a comprehensive analysis specifically of selfie behaviour, this book is an essential reference for students and researchers in communications and media, journalism, information studies, psychology and sociology, as well as anyone with a general interest in the phenomenon.

Author : Michael Filimowicz,Veronika Tzankova
Publisher : Routledge
Page : 367 pages
File Size : 54,7 Mb
Release : 2020-04-30
Category : Computers
ISBN : 9781351015332

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Reimagining Communication: Experience by Michael Filimowicz,Veronika Tzankova Pdf

Reimagining Communication: Experience explores the embodied and experiential aspects of media forms across a variety of contemporary platforms, uses, content variations, audiences, and professional roles. A diverse body of contributions offer a broad range of perspectives on memory, embodiment, time, and more. The volume is organized to reflect a pedagogical approach of carefully laddered and sequenced topics, which supports meaningful, project-based learning in addition to a course’s traditional writing requirements. As the field of Communication Studies has been continuously growing and reaching new horizons, this volume presents a survey of the foundational theoretical and methodological approaches that continue to shape the discipline, synthesizing the complex relationship of communication to forms of experience in a uniquely accessible and engaging way. This is an essential introductory text for advanced undergraduate and graduate students and scholars of communication, media, and interactive technologies, with an interdisciplinary focus and an emphasis on the integration of new technologies.

Author : Atulya K. Nagar,Dharm Singh Jat,Gabriela Marín-Raventós,Durgesh Kumar Mishra
Publisher : Springer Nature
Page : 821 pages
File Size : 48,6 Mb
Release : 2021-12-16
Category : Technology & Engineering
ISBN : 9789811663697

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Intelligent Sustainable Systems by Atulya K. Nagar,Dharm Singh Jat,Gabriela Marín-Raventós,Durgesh Kumar Mishra Pdf

This book provides insights of World Conference on Smart Trends in Systems, Security and Sustainability (WS4 2021) which is divided into different sections such as Smart IT Infrastructure for Sustainable Society; Smart Management prospective for Sustainable Society; Smart Secure Systems for Next Generation Technologies; Smart Trends for Computational Graphics and Image Modeling; and Smart Trends for Biomedical and Health Informatics. The proceedings is presented in two volumes. The book is helpful for active researchers and practitioners in the field.

Author : Clara Gerhardt
Publisher : SAGE Publications
Page : 356 pages
File Size : 46,7 Mb
Release : 2019-11-13
Category : Family & Relationships
ISBN : 9781544329192

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Families in Motion by Clara Gerhardt Pdf

Dynamics of the family can be seen as a complex set of interrelated cogs, like the dials and wheels within a sophisticated timepiece. Families in Motion: Dynamics in Diverse Contexts is a clear, comprehensive, and contextual view of how the dials and wheels of that complex set work together. With a focus on multicultural competence through diverse contexts and examples, this new text explores the complexities of the family regarding roles, functions, and development in a way that is approachable for students. Grounded in theory and using 40 years of academic experience, author Clara Gerhardt guides readers through concepts of family theories and examines the ever-changing movement, communication, and conditions of both the family as a system and each member within the system. Covering approaches from the theoretical to the therapeutic, Families in Motion will support students in extending their cultural competence while understanding families and their members with greater confidence.

Author : Jim Sterne
Publisher : John Wiley & Sons
Page : 450 pages
File Size : 52,9 Mb
Release : 2003-05-12
Category : Computers
ISBN : 9780471450504

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Web Metrics by Jim Sterne Pdf

There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals. Jim Sterne is recognized worldwide as a leading Internet business expert and is the author of several Wiley books, including WWW Marketing, Third Edition (0-471-41621-5) Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with the customer experience Companion Web site contains links to online tools, resources, and white papers