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Author : Pousttchi, Key,Wiedemann, Dietmar G.
Publisher : IGI Global
Page : 582 pages
File Size : 46,5 Mb
Release : 2009-11-30
Category : Computers
ISBN : 9781605660752
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Author : Vithala R. Rao
Publisher : Edward Elgar Publishing
Page : 617 pages
File Size : 40,9 Mb
Release : 2009
Category : Business & Economics
ISBN : 9781848447448
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Author : Ray Poynter,Navin Williams,Sue York
Publisher : John Wiley & Sons
Page : 312 pages
File Size : 40,9 Mb
Release : 2014-08-12
Category : Business & Economics
ISBN : 9781118935774
The premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research. From a global perspective, more people own mobile phones than landlines or computers, and most people have their mobile phones with them at all times—along with their tablets, smartwatches, media players, and navigation devices. The continuous surge of mobile innovation provides unprecedented access to real-time consumer behaviour. Mobile market research allows users to reach more people, engage more people, and collect more valuable data as respondents are free to engage at their own pace, on their own time. Industry forerunners Ray Poynter, Navin Williams, and Sue York employ decades of study to examine the present and future state of mobile market research, as well as the advantages and disadvantages of various approaches. This book contains clear, comprehensive knowledge for those who implement, utilise, and study the field. Readers will learn: The characteristics, scope, and importance of mobile market research Purposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology How mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities The significance of the mobile ecosystem, market research ethics, and research on research Designed to be accessible and helpful for beginners and advanced users alike, The Handbook of Mobile Market Research is an extensive guide to one of the most promising, dynamic methods of data collection.
Author : Nunkoo, Robin,Teeroovengadum, Viraiyan,Ringle, Christian M.
Publisher : Edward Elgar Publishing
Page : 392 pages
File Size : 41,9 Mb
Release : 2021-10-22
Category : Business & Economics
ISBN : 9781788976954
Taking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers’ experiences of what does and does not work, as well as discussing challenges and avenues for innovation.
Author : Aiello, Lucia
Publisher : IGI Global
Page : 486 pages
File Size : 49,7 Mb
Release : 2014-01-31
Category : Business & Economics
ISBN : 9781466650084
An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.
Author : Hongbing Hua
Publisher : CRC Press
Page : 444 pages
File Size : 53,5 Mb
Release : 2019-03-18
Category : Business & Economics
ISBN : 9780429633898
With the development of mobile internet technology, people’s lifestyle and consumer behavior are changing rapidly. Nowadays, the products on the market are updating more and more frequently, and the traditional marketing theory and brand theory fail to get with the mobile internet. So, what’s the innovative marketing to take in the new era? Since 2012, China has entered into the mobile era, and became a major country of mobile internet application. The book summarizes the experience of the author accumulated from many trials and errors in management and marketing innovation, so as to form the pattern of management and marketing for the next 30 years. Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. In view of the concept of customer-first, it is all about service, and products become productized service concepts. In view of the failure of mass communication, the competition among all services becomes the competition of substance differentiation. Regarding the popularity of self-organization, it becomes a trend to cooperate with people rather than the company to develop the market. In view of the principle of fuzzy market boundary, the enterprises shall optimize their living space and evolve their development space. This book contains numerous case studies along with analysis and creates the discipline of mobile marketing management, providing innovative theories, methods and tools for the marketing of enterprises. Through this book, readers can master the marketing methods of the mobile internet era. They can apply the marketing theory in this book to guide the marketing practice, thus improving marketing efficiency and reducing marketing costs.
Author : Lilien, Gary L.,Petersen, Andrew J.,Wuyts, Stefan
Publisher : Edward Elgar Publishing
Page : 713 pages
File Size : 53,6 Mb
Release : 2022-07-15
Category : Business & Economics
ISBN : 9781800376878
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Author : El-Gohary, Hatem,Edwards, David,Ben Mimoun, Mohamed Slim
Publisher : IGI Global
Page : 471 pages
File Size : 54,5 Mb
Release : 2021-06-25
Category : Business & Economics
ISBN : 9781799871941
The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.
Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 43,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781781005224
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author : Unhelkar, Bhuvan
Publisher : IGI Global
Page : 1029 pages
File Size : 51,9 Mb
Release : 2006-04-30
Category : Technology & Engineering
ISBN : 9781591408185
"This reference book brings together various perspectives on the usage and application of mobile technologies and networks in global business"--Provided by publisher.
Author : Dinçer, Hasan,Yüksel, Serhat
Publisher : IGI Global
Page : 641 pages
File Size : 44,6 Mb
Release : 2018-12-07
Category : Business & Economics
ISBN : 9781522571810
In a highly competitive global market, companies need to equip themselves with best practices and strategies to survive. Strategic management, innovative managerial thinking, and a clear decision-making process must be utilized to boost company performance and ultimately drive the company’s success. The Handbook of Research on Managerial Thinking in Global Business Economics identifies the importance of strategic decision making in competitive environments and analyzes the impacts of managerial thinking on global financial economics. The content within this publication examines globalization, consumer behavior, and risk management. It is designed for researchers, academicians, policymakers, government officials, and managers, and covers topics centered on innovation and development within organizations.
Author : Susan Dobscha
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 48,6 Mb
Release : 2019
Category : Electronic
ISBN : 9781788115384
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Author : Mehdi Khosrowpour
Publisher : IGI Global
Page : 1353 pages
File Size : 44,7 Mb
Release : 2012-12-31
Category : Language Arts & Disciplines
ISBN : 9781466626744
"The 2nd edition of the Dictionary of Information Science and Technology is an updated compilation of the latest terms and definitions, along with reference citations, as they pertain to all aspects of the information and technology field"--Provided by publisher.
Author : Natalie Mizik,Dominique M. Hanssens
Publisher : Edward Elgar Publishing
Page : 712 pages
File Size : 40,6 Mb
Release : 2024-06-01
Category : Electronic
ISBN : 9781784716752
Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Author : Hacioglu, Umit
Publisher : IGI Global
Page : 775 pages
File Size : 45,5 Mb
Release : 2019-08-30
Category : Business & Economics
ISBN : 9781799811275
With advancing information technology, businesses must adapt to more efficient structures that utilize the latest in robotics and machine learning capabilities in order to create optimal human-robot cooperation. However, there are vital rising concerns regarding the possible consequences of deploying artificial intelligence, sophisticated robotic technologies, automated vehicles, self-managing supply modes, and blockchain economies on business performance and culture, including how to sustain a supportive business culture and to what extent a strategic fit between human-robot collaboration in a business ecosystem can be created. The Handbook of Research on Strategic Fit and Design in Business Ecosystems is a collection of innovative research that builds a futuristic view of evolving business ecosystems and a deeper understanding of business transformation processes in the new digital business era. Featuring research on topics such as cultural hybridization, Industry 4.0, and cybersecurity, this book is ideally designed for entrepreneurs, executives, managers, corporate strategists, economists, IT specialists, IT consultants, engineers, students, researchers, and academicians seeking to improve their understanding of future competitive business practices with the adoption of robotic and information technologies.