Contemporary Trends In Marketing

Author : Barbosa, Belem
Publisher : IGI Global
Page : 413 pages
File Size : 54,7 Mb
Release : 2024-02-19
Category : Business & Economics
ISBN : 9798369312322

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Contemporary Trends in Innovative Marketing Strategies by Barbosa, Belem Pdf

In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing strategies. Adapting to these changes is no longer a choice but a necessity. To thrive, companies must remain vigilant, updating their resources and adopting emerging trends with unwavering agility. Contemporary Trends in Innovative Marketing Strategies explores the demands and dynamics of modern marketing. This book is tailored to meet the needs of students, educators, and managers seeking a profound understanding of today's marketing trends. Firstly, the book delves deep into the current trends steering marketing innovation. It dissects the latest developments that are reshaping the marketing landscape, identifies pivotal trends, and elucidates their ramifications for businesses. Secondly, the book embarks on a journey to explore innovative marketing strategies engineered to confront contemporary business challenges and seize emerging opportunities. It unlocks novel approaches that adeptly cater to the market, providing insights into strategic frameworks, methodologies, and practices. Lastly, the book illustrates these concepts with real-world case studies, offering proof of innovative marketing's successful applications across diverse business sectors. These cases serve to inspire and demonstrate how innovative marketing strategies can be put into action, resulting in tangible outcomes. This book is designed for a diverse audience, including academics and students keen on exploring the latest trends in innovative marketing, educators searching for compelling case studies to enhance their teaching materials, and practitioners eager to bridge the gap between research and practical application in innovative marketing.

Author : Tsiakis, Theodosios
Publisher : IGI Global
Page : 455 pages
File Size : 47,7 Mb
Release : 2015-10-21
Category : Business & Economics
ISBN : 9781466684607

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Trends and Innovations in Marketing Information Systems by Tsiakis, Theodosios Pdf

Information technology has helped to facilitate the development of various marketing techniques, thus enabling a more efficient distribution of the data that are essential to business success. These advances have equipped managers with superior tools to interpret available consumer and product data and use this information as part of their strategic planning. Trends and Innovations in Marketing Information Systems features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods. Bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance, this book is an essential reference source for business professionals, managers, and researchers interested in the use of current technology to improve marketing practice.

Author : Aarti Saini,Justin Paul,Satyanarayana Parayitam
Publisher : Springer Nature
Page : 161 pages
File Size : 54,9 Mb
Release : 2023-08-22
Category : Business & Economics
ISBN : 9783031365898

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Contemporary Trends in Marketing by Aarti Saini,Justin Paul,Satyanarayana Parayitam Pdf

This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis. The global pandemic has brought a paradigmatic change in consumer behaviour and unravelled several resilient strategies formulated and implemented by organizations to restore normalcy. This book focuses on long-term goals and survival strategies, which can be co-created with customers. Organized into seven themes, this volume will critique and connect the meaning of the “new normal” in marketing and topics such as the future of markets, post-pandemic consumer behaviour, and new marketing strategies.

Author : Tarnanidis, Theodore K.,Sklavounos, Nikolaos
Publisher : IGI Global
Page : 535 pages
File Size : 41,9 Mb
Release : 2024-05-17
Category : Business & Economics
ISBN : 9798369327555

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New Trends in Marketing and Consumer Science by Tarnanidis, Theodore K.,Sklavounos, Nikolaos Pdf

Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with shifting socioeconomic and geopolitical factors, have transformed consumer behaviors and preferences in unprecedented ways. As a result, anticipating emerging trends and adapting strategies accordingly has become essential for success in this dynamic landscape. New Trends in Marketing and Consumer Science is the groundbreaking solution poised to revolutionize how academia approaches the study of marketing and consumer science. This book offers a roadmap for scholars to navigate the evolving landscape with confidence and foresight while delving into the trends shaping the future of these disciplines. From AI and machine learning to sustainability and ethical marketing, each chapter provides invaluable insights and practical strategies for addressing the challenges of today and anticipating those of tomorrow.

Author : Birdir, Kemal,Birdir, Sevda,Dalgic, Ali,Toksoz, Derya
Publisher : IGI Global
Page : 357 pages
File Size : 49,8 Mb
Release : 2020-12-04
Category : Business & Economics
ISBN : 9781799849551

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Impact of ICTs on Event Management and Marketing by Birdir, Kemal,Birdir, Sevda,Dalgic, Ali,Toksoz, Derya Pdf

Conferences, symposiums, and other large events that take place at far away hotels require many hours of preparation to plan and need a capable event staff to market. Without the innovative technologies that have changed the face of the tourism industry, many destinations would be unequipped to handle such a task. Impact of ICTs on Event Management and Marketing is a collection of innovative research on the methods and applications of information and communications technologies on almost all facets of hospitality and tourism-related businesses including hotels, restaurants, and other tourism areas. While highlighting topics including digital marketing, artificial intelligence, and event tourism, this book is ideally designed for business managers, event planners, and marketing professionals.

Author : Jeanne Hopkins,Jamie Turner
Publisher : John Wiley & Sons
Page : 260 pages
File Size : 53,8 Mb
Release : 2012-01-05
Category : Business & Economics
ISBN : 9781118239544

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Go Mobile by Jeanne Hopkins,Jamie Turner Pdf

Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more. Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to: Use location-based marketing to get new customers and keep existing ones Integrate social media with your mobile media campaign Use mobile E-commerce to improve brand loyalty Measure the ROI of a mobile media campaign Develop mobile media business models you can use to grow revenues With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.

Author : Dave Chaffey,PR Smith
Publisher : Taylor & Francis
Page : 677 pages
File Size : 53,9 Mb
Release : 2022-07-22
Category : Business & Economics
ISBN : 9781000610918

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Digital Marketing Excellence by Dave Chaffey,PR Smith Pdf

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Author : Lawrence J. Gitman,Carl Mcdaniel,Amit Shah
Publisher : Unknown
Page : 0 pages
File Size : 51,6 Mb
Release : 2023-05-19
Category : Electronic
ISBN : 1998109313

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Introduction to Business by Lawrence J. Gitman,Carl Mcdaniel,Amit Shah Pdf

Author : Anshu Saxena Arora,Sabine Bacouel-Jentjens,Mohamad Sepehri,Amit Arora
Publisher : Springer Nature
Page : 172 pages
File Size : 45,5 Mb
Release : 2019-11-25
Category : Business & Economics
ISBN : 9783030304218

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Sustainable Innovation by Anshu Saxena Arora,Sabine Bacouel-Jentjens,Mohamad Sepehri,Amit Arora Pdf

In today’s ever-changing global world, there is a permanent need for anticipating new and evolving customer needs, resource supply constraints, and dynamically changing employee expectations. Sustainable innovation applies to products, services, and technologies as well as new business and organization models. This book provides insights into sustainable innovation trends in various marketing- and management-related fields. Authors critically investigate, amongst others, the sustainability impact of disruptive product design and innovative collaboration solutions within buyer-supplier relationships, along with innovative organizational processes to promote sustainable well-being-productivity synergy in a VUCA world. This volume is a uniquely positioned contribution of interrelated research articles on the sustainability-driven innovation needed for organizational health and future viability.

Author : Outi Niininen
Publisher : Routledge
Page : 257 pages
File Size : 55,6 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000488494

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Contemporary Issues in Digital Marketing by Outi Niininen Pdf

This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Author : María Isabel Sánchez-Hernández,Luísa Carvalho,Conceição Rego,Maria Raquel Lucas,Adriana Noronha
Publisher : Springer
Page : 356 pages
File Size : 49,9 Mb
Release : 2022-06-11
Category : Business & Economics
ISBN : 3030683923

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Entrepreneurship in the Fourth Sector by María Isabel Sánchez-Hernández,Luísa Carvalho,Conceição Rego,Maria Raquel Lucas,Adriana Noronha Pdf

“The fourth sector” is a relatively new sector that consists of for-benefit organizations that combine market-based approaches of the private sector with the social and environmental aims of the public and non-profit sectors. This book examines trends of entrepreneurship in the fourth sector, describes specific ecosystems fostering new ventures around the world, and characterizes the most common and innovative business models. It covers as well the main effects, among others, of technological change, innovation, and institutional behavior on the sector in the last years.

Author : Bharat Anand
Publisher : Random House Group
Page : 464 pages
File Size : 45,9 Mb
Release : 2016-10-18
Category : Business & Economics
ISBN : 9780812995381

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The Content Trap by Bharat Anand Pdf

“My favorite book of the year.”—Doug McMillon, CEO, Wal-Mart Stores Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. NAMED ONE OF THE BEST BOOKS OF THE YEAR BY BLOOMBERG Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Praise for The Content Trap “A masterful and thought-provoking book that has reshaped my understanding of content in the digital landscape.”—Ariel Emanuel, co-CEO, WME | IMG “The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are.”—The Wall Street Journal

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 43,8 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author : Batabyal, Debasish,Das, Dillip Kumar
Publisher : IGI Global
Page : 318 pages
File Size : 55,8 Mb
Release : 2019-04-05
Category : Business & Economics
ISBN : 9781522584957

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Global Trends, Practices, and Challenges in Contemporary Tourism and Hospitality Management by Batabyal, Debasish,Das, Dillip Kumar Pdf

As one of the largest service industries serving millions of international and domestic individuals yearly, it is important to understand the current trends, practices, and challenges surrounding tourism. Emphasized by the effects on people, management processes, and technological advancements, this economic and socio-cultural phenomenon’s importance is increasing worldwide. Global Trends, Practices, and Challenges in Contemporary Tourism and Hospitality Management discusses and analyzes the impacts of new trends in the tourism industry, including sub-sectors of tourism, and revisits existing trends, identifies new types and forms of tourism, and discusses the influence and use of technology. Featuring research on topics such as guest retention, predictive analysis, and ecotourism practices, the material collected is ideally designed for managers, travel agents, industry professionals, practitioners, consultants, and researchers.

Author : Aspatore Books Staff
Publisher : Unknown
Page : 92 pages
File Size : 42,5 Mb
Release : 2008-01-01
Category : Business & Economics
ISBN : 0314986790

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Capitalizing on Marketing Trends by Aspatore Books Staff Pdf

Capitalizing on Marketing Trends is an authoritative, insiders perspective on identifying, assessing, and harnessing the power of todays most important trends in marketing. Featuring marketing executives representing some of the top companies in the nation, Capitalizing on Marketing Trends provides best practices for accurately forecasting the impact a variety of trends will have on your company, and how to best keep up with each of these rapidly changing marketing developments. This book provides valuable insight for those daunted by the constant influx of innovations in this media-hungry business world by giving tips for discerning between a leading edge and a bleeding edge trendand whether your company wants to be the first to adopt it.