Marketing And Advertising In The Online To Offline O2o World

Author : Dinana, Hesham Osama
Publisher : IGI Global
Page : 332 pages
File Size : 40,6 Mb
Release : 2022-10-28
Category : Business & Economics
ISBN : 9781668458464

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Marketing and Advertising in the Online-to-Offline (O2O) World by Dinana, Hesham Osama Pdf

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Author : Miguélez-Juan, Blanca,Bonales-Daimiel, Gema
Publisher : IGI Global
Page : 463 pages
File Size : 49,7 Mb
Release : 2023-01-09
Category : Business & Economics
ISBN : 9781668439722

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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by Miguélez-Juan, Blanca,Bonales-Daimiel, Gema Pdf

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Author : Mahapatra, Sushanta Kumar,Sarin, Vishal
Publisher : IGI Global
Page : 325 pages
File Size : 45,7 Mb
Release : 2023-06-02
Category : Business & Economics
ISBN : 9781799868989

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Changing World Economic Order in the Post-Pandemic Period by Mahapatra, Sushanta Kumar,Sarin, Vishal Pdf

Post COVID-19, the world will never be the same. The pandemic not only shattered many assumptions about economic developments and growth, but it also challenged our preparedness to face any unpredictable challenge as a human civilization in an era where science and technology is at its peak. To suppress the spread of COVID-19, many countries resorted to partial or full closure of their borders and restricted the movement of people. Mandatory quarantine restricted labor mobility and workplace closure, which later converted into supply shocks in the economy, as these measures impaired the economy’s production capacity, disrupting supplies. This later spilled over to the demand side as people were locked down in their homes and workers were laid off and lost income. This disruption posed many new challenges for policymakers to formulate appropriate macroeconomic policy responses and also provided them the opportunity to ponder upon the preparedness of countries in terms of health facilities, appropriately compensating human resources, how to cushion immediate and severe economic shocks, and how to maintain the livelihood of the society as a whole. Changing World Economic Order in the Post-Pandemic Period provides scientific knowledge of the current economic scenarios across the globe with a comprehensive overview of the pandemic and regional initiatives, trends of trade and development, and approaches to overcome obstacles of globalization and the impacts on global trade and economic development in light of the pandemic. The chapters present tangible solutions and attainable perspectives for fighting a battle against the pandemic while keeping the morale of the people and economy high. Highlighted topics include post-pandemic economic development, public policy in emergency situations, socio-economic impacts on enterprises, risk governance, and impacts of COVID-19. This book is ideally intended for university students, researchers, policymakers, economic actors, economists, practitioners, stakeholders, government officials, academicians, and anyone interested in the impact of a pandemic on the global economy and how to deal with such issues in the future.

Author : Gupta, Monika,Jindal, Priya,Bansal, Shubhi
Publisher : IGI Global
Page : 317 pages
File Size : 55,7 Mb
Release : 2022-12-09
Category : Business & Economics
ISBN : 9781668458990

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Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by Gupta, Monika,Jindal, Priya,Bansal, Shubhi Pdf

Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.

Author : Sarma, Sarmistha,Gupta, Neha
Publisher : IGI Global
Page : 462 pages
File Size : 47,9 Mb
Release : 2023-01-31
Category : Business & Economics
ISBN : 9781668458556

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Handbook of Research on the Interplay Between Service Quality and Customer Delight by Sarma, Sarmistha,Gupta, Neha Pdf

Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the factors leading to satisfaction; however, within the past few years, scholars have proved that satisfaction is not sufficient to leave a strong mark in the minds of the customers. Service quality and customer delight have been the buzzwords in the business world in recent times as scholars have proven that customer delight is the key to customer retention. The Handbook of Research on the Interplay Between Service Quality and Customer Delight considers how companies around the world in a cross-cultural environment are dealing with service quality and customer delight and proposes a global outlook on the current trends, tactics, and opportunities. Covering key topics such as buyer funnels, consumer dissonance, and digital solutions, this reference work is ideal for business owners, managers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Author : Masaaki (Mike) Kotabe,Kristiaan Helsen
Publisher : John Wiley & Sons
Page : 770 pages
File Size : 41,7 Mb
Release : 2020-01-09
Category : Business & Economics
ISBN : 9781119563112

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Global Marketing Management by Masaaki (Mike) Kotabe,Kristiaan Helsen Pdf

Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Author : Dawn McGruer
Publisher : John Wiley & Sons
Page : 440 pages
File Size : 47,6 Mb
Release : 2020-01-21
Category : Business & Economics
ISBN : 9781119635888

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Dynamic Digital Marketing by Dawn McGruer Pdf

8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers. Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is an expert at making businesses and brands shine online. She is passionate about helping entrepreneurs and businesses maximise their digital marketing profits by developing digital skills which scale and grow their businesses and accelerate their success. Most entrepreneurs and businesses fully understand the importance of digital marketing, yet many do not know where to start or, worse, continue to spend time, money, and effort on strategies that fail to provide the best results for their investment. To remedy this situation, Dawn developed her multi-award-winning digital marketing framework, Dynamic Digital Marketing Model. Offering step-by-step guidance, this book shows you how to use this model to market your business online whilst transforming yourself into a proficient digital marketer. This must-read book will help you: Gain invaluable insights on what works – and what doesn’t – based on the author’s 20 years’ experience in digital marketing Avoid pitfalls and missteps by implementing the same proven success strategies used by key influencers Harness the power of search engine optimisation (SEO), social media, content marketing, online video, and more Amplify your brand, cultivate customers, and increase profits Incorporate e-mail marketing, customer analytics, strategic web design, and influencer partnerships in your overall digital marketing strategy Dynamic Digital Marketing: Master the world of online and social media marketing to grow your business is an indispensable resource for business leaders, business owners, marketing and sales professionals, digital strategists and consultants, entrepreneurs, and students in business and marketing programmes.

Author : Charlene Brisson
Publisher : CreateSpace
Page : 386 pages
File Size : 44,8 Mb
Release : 2010-10-23
Category : Business & Economics
ISBN : 1453868437

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148 Ways to Advertise and Promote Your Business by Charlene Brisson Pdf

"148 Ways to Advertise & Promote Your Business" is the only comprehensive guide of online, offline and mobile marketing tactics in existence. It's THE bible of tactics that every marketer and business owner MUST have on their desk to stay on top of the rapidly changing environment of internet, social media, mobile, smartphone and traditional marketing. "148 Ways" includes all of the traditional media methods like newspaper, magazine, radio, TV, outdoor, direct mail and more plus the ever expanding new media methods. Facebook, Twitter, LinkedIn, blogging, pay-per-click, pay-to-click, email blasts, article marketing, podcasting, smartphone apping, mobile phone marketing and ezine publishing fill the pages as do unusual tactics like human billboards, sign spinning, logo'd waterfalls, advergaming, deal-a-day coupons ...and 125 more.Beginners, intermediate and seasoned marketers use "148 Ways" as their first step when developing new campaigns and always to improve existing results that will * drive more website or location traffic,* generate more quality leads,* convert prospects into sales faster,* upsell more to existing customers, * spice-up tired and unresponsive campaigns. Author Charlene Brisson, MAPC has included a BONUS Chapter in "148 Ways" that outlines her 3-Step Marketing Model which, when implemented, are guaranteed to increase sales. These 3 steps are the primary principals of ALL marketing and will never change no matter how much technology does. These steps have worked again and again for Charlene throughout her 25 year global marketing career.

Author : Court Cunningham,Stephanie Brown
Publisher : John Wiley & Sons
Page : 384 pages
File Size : 48,5 Mb
Release : 2010-03-16
Category : Business & Economics
ISBN : 9780470637319

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Local Online Advertising For Dummies by Court Cunningham,Stephanie Brown Pdf

Kick your local online advertising into high gear with this friendly, timely guide! Add the newest means of advertising your business into your marketing mix by developing an online advertising strategy. This get-down-to-business guide will show you how. Written by executives from Yodle, a New York-based firm specializing in online advertising, this book reveals the best and brightest ways to get the word out, from creating a Web presence that draws visitors, to using SEO, to jumping boldly into social media advertising. Online advertising market is estimated to grow to $10-$19 billion by 2011, and you'll want your business to be part of this huge shift Explores how to research your audience, set goals, and build a plan Provides steps and tips on creating an effective Web presence and landing pages-then covers how to drive visitors to your site with search engine optimization, AdWords, e-mail blasts, and social media marketing Examines blogs, chat rooms, video, and other ways to win customers Don't miss the free offer from Yodle that comes with this practical guide!

Author : Dishek J. Mankad
Publisher : BPB Publications
Page : 160 pages
File Size : 44,7 Mb
Release : 2019-09-18
Category : Business & Economics
ISBN : 9789387284258

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Understanding Digital Marketing by Dishek J. Mankad Pdf

Basic guide to learn digital media platform DESCRIPTION The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. Ê Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer.Ê Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better. KEY FEATURES Learn the concept of marketing in the Digital Era Understand the role of the online consumer followed by CRM strategies which organizations can use with the help of the digital medium Know the Online Tools for Marketing, various Web tools for building consumer engagement Book explains steps to generate the lead for your business WHAT WILL YOU LEARN Basic concepts of Digital Marketing Website Planning & Creation, Search Engine Optimization(SEO) PPC Advertising With Google & Optimization Google Analytics WHO THIS BOOK IS FOR Digital Marketing is designed as a textbook for management students specialising in marketing. Table of Contents 1. Digital Marketing : An Overview 2. Website Planning & Creation 3. Search Engine Optimization(SEO) 4. PPC Advertising With Google & Optimization 5. Google Analytics 6. Social Media Marketing 7. E Ð Mail Marketing 8. Online Advertising 9. Lead Generation For Business 10. Mobile Web Marketing 11. Affiliate Marketing 12. Google Adsense & Blogging 13. Digital Marketing Ð The Web Analytics 14. Creating Digital Marketing Strategy 15. Marketing Money As Freelancer

Author : Pete Williams
Publisher : Preneur Marketing
Page : 128 pages
File Size : 44,8 Mb
Release : 2024-06-16
Category : Electronic
ISBN : 8210379456XXX

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Media Strategies for Internet Marketers: How to Use Publicity + Offline Exposure to Drive More Traffic & Increase Conversions Online by Pete Williams Pdf

Author : Xiaolong Li
Publisher : World Scientific
Page : 368 pages
File Size : 50,8 Mb
Release : 2015-12-17
Category : Computers
ISBN : 9789814740111

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Software Engineering and Information Technology by Xiaolong Li Pdf

This book consists of sixty-seven selected papers presented at the 2015 International Conference on Software Engineering and Information Technology (SEIT2015), which was held in Guilin, Guangxi, China during June 26–28, 2015. The SEIT2015 has been an important event and has attracted many scientists, engineers and researchers from academia, government laboratories and industry internationally. The papers in this book were selected after rigorous review. SEIT2015 focuses on six main areas, namely, Information Technology, Computer Intelligence and Computer Applications, Algorithm and Simulation, Signal and Image Processing, Electrical Engineering and Software Engineering. SEIT2015 aims to provide a platform for the global researchers and practitioners from both academia as well as industry to meet and share cutting-edge development in the field. This conference has been a valuable opportunity for researchers to share their knowledge and results in theory, methodology and applications of Software Engineering and Information Technology. Contents: Information TechnologyComputing Intelligence and Computer ApplicationsAlgorithm and SimulationSignal and Image ProcessingElectrical EngineeringSoftware Engineering Readership: Researchers and graduate students interested in software engineering and information technology. Key Features:The proceedings collected together R&D results undertaken by researchers in six areas, namely, Information Technology, Computer Intelligence and Computer Applications, Algorithm and Simulation, Signal and Image Processing, Electrical Engineering and Software EngineeringKeywords:Information Technology;Computer Intelligence and Computer Applications;Algorithm and Simulation;Signal and Image Processing;Electrical Engineering and Software Engineering

Author : Satu Miettinen
Publisher : Routledge
Page : 167 pages
File Size : 50,7 Mb
Release : 2016-11-10
Category : Business & Economics
ISBN : 9781317181743

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An Introduction to Industrial Service Design by Satu Miettinen Pdf

Service design has established itself as a practice that enables industries to design and deliver their services with a human-centred approach. It creates a contextual and cultural understanding that offers opportunities for new service solutions, improving the user experience and customer satisfaction. With contributions from leading names in the field of service design from both academia and international, professional practice, An Introduction to Industrial Service Design is engaging yet practical and accessible. Case studies from leading companies such as ABB, Autodesk, Kone and Volkswagen enable readers to connect academic research with practical company applications, helping them to understand the basic processes and essential concepts. This book illustrates the role of the service designer in an industrial company, and highlights not only the value of customer experience, but also the value of employee experience in creating competitive services and value propositions. This human-centred approach brings about new innovations. This book will be of benefit to engineers, designers, businesses and communication experts working in industry, as well as to students who are interested in service development.

Author : Craig Arceneaux,Anika Leithner,Benjamin F. Timms,Shanruo Ning Zhang,Joseph N. Weatherby,Ira Reed
Publisher : Routledge
Page : 423 pages
File Size : 42,8 Mb
Release : 2017-07-20
Category : Political Science
ISBN : 9781134858781

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The Other World by Craig Arceneaux,Anika Leithner,Benjamin F. Timms,Shanruo Ning Zhang,Joseph N. Weatherby,Ira Reed Pdf

The Other World combines a thematic and area studies approach to explore contemporary global issues in the developing world. Accessible and interdisciplinary, this text offers political, economic, social, and historical analysis plus case studies on Latin America, Sub-Saharan Africa, Asia and Eurasia, and the Middle East and North Africa. Highlighting similarities and differences among these regions and focusing on enduring problems, The Other World is a practical look at the issues affecting the majority of the world's population. New to the 10th Edition: Shift of focus from colonialism toward globalization, with continued attention to the legacy of colonialism. Expanded coverage of Asia. Re-cast connections between conceptual chapters (politics, economics, and culture) and regional chapters, allowing students and professors to make comparisons and contrasts more readily.

Author : Bowen, Gordon,Ozuem, Wilson
Publisher : IGI Global
Page : 473 pages
File Size : 47,5 Mb
Release : 2019-01-25
Category : Business & Economics
ISBN : 9781522573456

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Leveraging Computer-Mediated Marketing Environments by Bowen, Gordon,Ozuem, Wilson Pdf

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.