Fostering Brand Community Through Social Media

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Fostering Brand Community Through Social Media

William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo
Fostering Brand Community Through Social Media Book PDF

Author : William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo
Publisher : Business Expert Press
Page : 90 pages
File Size : 45,5 Mb
Release : 2016-02-15
Category : Business & Economics
ISBN : 9781606499412

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Fostering Brand Community Through Social Media by William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo Pdf

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

Global Branding: Breakthroughs in Research and Practice

Management Association, Information Resources
Global Branding Breakthroughs in Research and Practice Book PDF

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 969 pages
File Size : 52,7 Mb
Release : 2019-07-05
Category : Business & Economics
ISBN : 9781522592839

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Global Branding: Breakthroughs in Research and Practice by Management Association, Information Resources Pdf

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Exploring the Rise of Fandom in Contemporary Consumer Culture

Lu Wang, Cheng
Exploring the Rise of Fandom in Contemporary Consumer Culture Book PDF

Author : Lu Wang, Cheng
Publisher : IGI Global
Page : 300 pages
File Size : 40,5 Mb
Release : 2017-10-31
Category : Business & Economics
ISBN : 9781522532217

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Exploring the Rise of Fandom in Contemporary Consumer Culture by Lu Wang, Cheng Pdf

Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.

Ideas in Marketing: Finding the New and Polishing the Old

Krzysztof Kubacki
Ideas in Marketing Finding the New and Polishing the Old Book PDF

Author : Krzysztof Kubacki
Publisher : Springer
Page : 842 pages
File Size : 53,5 Mb
Release : 2014-10-25
Category : Business & Economics
ISBN : 9783319109510

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Ideas in Marketing: Finding the New and Polishing the Old by Krzysztof Kubacki Pdf

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, complimenting 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. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.

Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

Wilson Ozuem,Elena Patten,Yllka Azemi
Harnessing Omni Channel Marketing Strategies for Fashion and Luxury Brands Book PDF

Author : Wilson Ozuem,Elena Patten,Yllka Azemi
Publisher : Universal-Publishers
Page : 386 pages
File Size : 47,5 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781627347402

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Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands by Wilson Ozuem,Elena Patten,Yllka Azemi Pdf

This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Strategic Brand Management and Development

Sotiris T. Lalaounis
Strategic Brand Management and Development Book PDF

Author : Sotiris T. Lalaounis
Publisher : Routledge
Page : 382 pages
File Size : 44,5 Mb
Release : 2020-12-30
Category : Business & Economics
ISBN : 9781000298185

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Strategic Brand Management and Development by Sotiris T. Lalaounis Pdf

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Corporate Branding in Facebook Fan Pages

Eliane Pereira Zamith Brito,Maria Carolina Zanette
Corporate Branding in Facebook Fan Pages Book PDF

Author : Eliane Pereira Zamith Brito,Maria Carolina Zanette
Publisher : Business Expert Press
Page : 130 pages
File Size : 46,5 Mb
Release : 2015-03-09
Category : Business & Economics
ISBN : 9781606499436

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Corporate Branding in Facebook Fan Pages by Eliane Pereira Zamith Brito,Maria Carolina Zanette Pdf

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.

Business Models and ICT Technologies for the Fashion Supply Chain

Rinaldo Rinaldi,Romeo Bandinelli
Business Models and ICT Technologies for the Fashion Supply Chain Book PDF

Author : Rinaldo Rinaldi,Romeo Bandinelli
Publisher : Springer
Page : 180 pages
File Size : 42,6 Mb
Release : 2018-09-28
Category : Technology & Engineering
ISBN : 9783319980386

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Business Models and ICT Technologies for the Fashion Supply Chain by Rinaldo Rinaldi,Romeo Bandinelli Pdf

This book presents high-quality original contributions on the fashion supply chain. A wide spectrum of application domains are covered, processing of big data coming from digital and social media channels, fashion new product development, fashion design, fashion marketing and communication strategy, business models and entrepreneurship, e-commerce and omni-channel management, corporate social responsibility, new materials for fashion product, wearable technologies. The contents are based on presentations delivered at IT4Fashion 2017, the 7th International Conference in Business Models and ICT Technologies for the Fashion Supply Chain, which was held in Florence, Italy, in April 2017, and at IT4Fashion 2018, the 8th edition of the same conference, which was held in Florence, Italy, in April 2018. This conference series represents a targeted response to the growing need for research that reports and debates supply chain business models and technologies applied to the fashion industry, with the aim of increasing knowledge in the area of product lifecycle management and supply chain management in that industry.

Excelling in Digital Transformation: Or Exit as an Old Gramophone Record

Max Mouwen
Excelling in Digital Transformation Or Exit as an Old Gramophone Record Book PDF

Author : Max Mouwen
Publisher : Max Mouwen
Page : 299 pages
File Size : 43,8 Mb
Release : 2024-04-24
Category : Computers
ISBN : 8210379456XXX

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Excelling in Digital Transformation: Or Exit as an Old Gramophone Record by Max Mouwen Pdf

Do you want to excel in digital innovation and avoid becoming obsolete like an old gramophone record? If so, this book is for you. In this book, Max Mouwen, an expert in digital transformation and innovation, explains why organizations that do not keep up with the digital developments and do not innovate, risk becoming irrelevant and disappearing, just like an old gramophone record that nobody uses anymore.

Digital Marketing Management

Debra Zahay
Digital Marketing Management Book PDF

Author : Debra Zahay
Publisher : Business Expert Press
Page : 175 pages
File Size : 55,8 Mb
Release : 2015-01-27
Category : Business & Economics
ISBN : 9781606499252

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Digital Marketing Management by Debra Zahay Pdf

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.

The Connected Consumer

Dinesh Kumar
The Connected Consumer Book PDF

Author : Dinesh Kumar
Publisher : Business Expert Press
Page : 172 pages
File Size : 52,9 Mb
Release : 2015-10-06
Category : Business & Economics
ISBN : 9781631571114

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The Connected Consumer by Dinesh Kumar Pdf

Traditional marketing faces challenges as never before. The way that people interact with each other and with companies is changing completely in todayÕs era of 24/7 connectivity. This book explores tectonic changes in buyer behavior and how businesses are responding to those changes. It describes how data is used to track and analyze customers in almost everything they do, and how marketing communications are delivered with precision to individual mobile devices. The connected customer is blurring the line between online and offline sales resulting in an entirely new purchase cycle.

This Note's For You

David Allan
This Note s For You Book PDF

Author : David Allan
Publisher : Business Expert Press
Page : 205 pages
File Size : 55,8 Mb
Release : 2015-01-20
Category : Business & Economics
ISBN : 9781631570025

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This Note's For You by David Allan Pdf

This Note’s For You talks of the people who created the campaigns with the songs we remember the most. From Coca-Cola to Chrysler, this book takes the reader behind the curtain of some of the best popular music in advertising campaigns of all time. It is little know fact that fog played a critical role in the “I’d Like to Teach the World to Sing” campaign and that while taping the “Lose Yourself ” video, the choir had no idea Eminem would show up. Originally The Doors were to be in the Cadillac commercials, not Led Zeppelin, but one of the members of The Doors discovered that Cadillac made the Escalade and suddenly declined because he felt it was environmentally unfriendly. This Note’s For You talks of the people who created the campaigns with the songs we remember the most. This collection of award-winning music in advertising campaigns is not available together anywhere else. It shows where this art in advertising form has been, where it is now, and provides the foundation for where it will go.

Managing Public Relations and Brand Image through Social Media

Singh, Anurag
Managing Public Relations and Brand Image through Social Media Book PDF

Author : Singh, Anurag
Publisher : IGI Global
Page : 353 pages
File Size : 52,8 Mb
Release : 2016-05-16
Category : Business & Economics
ISBN : 9781522503330

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Managing Public Relations and Brand Image through Social Media by Singh, Anurag Pdf

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

The Seven Principles of Digital Business Strategy

Niall McKeown,Mark Durkin
The Seven Principles of Digital Business Strategy Book PDF

Author : Niall McKeown,Mark Durkin
Publisher : Business Expert Press
Page : 158 pages
File Size : 46,5 Mb
Release : 2017-10-04
Category : Business & Economics
ISBN : 9781631570346

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The Seven Principles of Digital Business Strategy by Niall McKeown,Mark Durkin Pdf

If we are creating most of our competitive advantage at the strategic planning stage, why are we spending so little time on this and so much time on technology? This book is not about why you should digitally transform and become more strategic; it’s about how. It lays out the steps that must be taken, the data that should be used, and the decision tree to be followed. Following the principles laid out in this book allows organizational leaders, marketers, and technologists to talk at a high strategic level without getting bogged down in the tactics and delivery that consumes most of the time, attention, and activity in the modern workplace. Use the seven principles of digital business strategy to define the direction of travel for your business in today’s digital economy.

Marketing Mastery: Strategies for Captivating Audiences

Harish Chandra Singh Rathod
Marketing Mastery Strategies for Captivating Audiences Book PDF

Author : Harish Chandra Singh Rathod
Publisher : Inkbound Publishers
Page : 427 pages
File Size : 52,8 Mb
Release : 2022-12-21
Category : Business & Economics
ISBN : 9788197058110

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Marketing Mastery: Strategies for Captivating Audiences by Harish Chandra Singh Rathod Pdf

Master the art of marketing with strategies designed to captivate and engage audiences. This book offers practical insights and techniques for marketers looking to enhance their campaigns and achieve success in a competitive market.