The Palgrave Handbook Of Interactive Marketing

Author : Cheng Lu Wang
Publisher : Springer Nature
Page : 1070 pages
File Size : 49,5 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 : Munna, Afzal Sayed,Shaikh, Md Sadeque Imam,Kazi, Baha Uddin
Publisher : IGI Global
Page : 278 pages
File Size : 47,7 Mb
Release : 2023-08-01
Category : Business & Economics
ISBN : 9781668477373

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Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence by Munna, Afzal Sayed,Shaikh, Md Sadeque Imam,Kazi, Baha Uddin Pdf

Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing along with tools, techniques, methods, and strategies. It also identifies the research gaps for effective digital marketing tools, techniques, and methods and builds a bridge between digital marketing strategies and business plans for organizations. Covering topics such as digital marketing, metaverse, and visitor experience, this premier reference source is an essential resource for business leaders and managers, marketers, IT managers, data analysts, social media analysts, students and educators of higher education, researchers, and academicians.

Author : Pires, Paulo Botelho,Santos, José Duarte,Pereira, Inês Veiga,Torres, Ana Isabel
Publisher : IGI Global
Page : 412 pages
File Size : 51,8 Mb
Release : 2023-07-10
Category : Business & Economics
ISBN : 9781668489604

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Confronting Security and Privacy Challenges in Digital Marketing by Pires, Paulo Botelho,Santos, José Duarte,Pereira, Inês Veiga,Torres, Ana Isabel Pdf

Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with the emergence of new paradigms and models. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable. Confronting Security and Privacy Challenges in Digital Marketing identifies the most relevant issues in the current context of digital marketing and explores the implications, opportunities, and challenges of leveraging marketing strategies with digital innovations. This book explores the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them. Covering topics such as blockchain technology, artificial intelligence, and virtual reality, this book is ideal for academicians, marketing professionals, researchers, and more.

Author : Seung Ho Park,Maria Alejandra Gonzalez-Perez,Dinorá Eliete Floriani
Publisher : Springer Nature
Page : 880 pages
File Size : 46,6 Mb
Release : 2020-10-06
Category : Business & Economics
ISBN : 9783030424121

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The Palgrave Handbook of Corporate Sustainability in the Digital Era by Seung Ho Park,Maria Alejandra Gonzalez-Perez,Dinorá Eliete Floriani Pdf

This handbook addresses the intersection between corporate sustainability and digital transformation. It analyzes the challenges and transformations required to be able to have sustainable businesses with a future orientation. Topics include current and potential social, demographic, technological, and managerial trends; the implications of the digital revolution in society and business; as well as the challenges of being sustainable, and profitable. Providing an understanding of the business reasons to incorporate a future orientation into the business strategy, this handbook facilitates an understanding of the need for profound changes in individual behavior, organizational culture, public policy, and business environments to adapt to the accelerated changes and manage business with orientation to the future.

Author : Teixeira, Sandrina,Teixeira, Sara,Oliveira, Zaila,Souza, Elnivan
Publisher : IGI Global
Page : 388 pages
File Size : 48,7 Mb
Release : 2023-12-08
Category : Business & Economics
ISBN : 9798369305539

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Using Influencer Marketing as a Digital Business Strategy by Teixeira, Sandrina,Teixeira, Sara,Oliveira, Zaila,Souza, Elnivan Pdf

Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field.

Author : Sahin, Fatih,Soylemez, Cevat
Publisher : IGI Global
Page : 312 pages
File Size : 43,8 Mb
Release : 2024-03-05
Category : Business & Economics
ISBN : 9798369338124

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Globalized Consumer Insights in the Digital Era by Sahin, Fatih,Soylemez, Cevat Pdf

As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape, marketing scholars and practitioners find themselves grappling with the complexities of this ever-evolving terrain. The need for comprehensive insights into these facets of consumer psychology, coupled with ethical considerations in the digital realm, has become increasingly urgent. Traditional marketing strategies risk obsolescence without a deep understanding of these forces, and the lack of a unifying resource hinders the development of effective, responsible marketing practices. Globalized Consumer Insights in the Digital Era is a groundbreaking publication, crafted by leading experts in the field, which addresses the pressing issues surrounding contemporary consumer behavior. Covering diverse topics such as brand activism, AI ethics, digital retail trends, and more, this book provides a comprehensive and insightful exploration of the challenges facing marketers today. With contributions from esteemed scholars, each chapter offers a unique perspective, fostering intellectual dialogue and inspiring novel approaches to comprehend and navigate the complex interplay of factors shaping consumer attitudes.

Author : Bo Edvardsson,Bård Tronvoll
Publisher : Springer Nature
Page : 1031 pages
File Size : 54,8 Mb
Release : 2022-05-24
Category : Business & Economics
ISBN : 9783030918286

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The Palgrave Handbook of Service Management by Bo Edvardsson,Bård Tronvoll Pdf

This handbook provides an innovative, thorough overview of service management. It draws together an impressive, international group of leading scholars who offer a truly global perspective, exploring current literature and laying out guidance for future research. Beginning with defining service as a perspective on value creation, and service management as “a set of organizational competencies for enabling and realizing value creation through service,” it then moves on to follow the evolution of service research. From there, the book is structured into six main themes: perspectives on service management; service strategy; service leadership and transition; service design and innovation; service interaction; quality and operations; and service management and technology. This book is valuable reading for academics, lecturers, and students studying service management, operations management, and service research.

Author : Barbosa, Belem
Publisher : IGI Global
Page : 490 pages
File Size : 55,8 Mb
Release : 2024-04-09
Category : Business & Economics
ISBN : 9798369341964

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Marketing Innovation Strategies and Consumer Behavior by Barbosa, Belem Pdf

In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.

Author : Suresh Kumar, Arumugam,Kose, Utku,Sharma, Sachin,Jerald Nirmal Kumar, S.
Publisher : IGI Global
Page : 412 pages
File Size : 46,9 Mb
Release : 2023-07-10
Category : Computers
ISBN : 9781668468951

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Dynamics of Swarm Intelligence Health Analysis for the Next Generation by Suresh Kumar, Arumugam,Kose, Utku,Sharma, Sachin,Jerald Nirmal Kumar, S. Pdf

In today’s world, smart healthcare supports the out-of-hospital concept, which transforms and offers higher care standards. This is accomplished with individual requirements with the help of public opinion. Moreover, smart healthcare systems are generally designed to sense individual health status data, which can be forwarded to clinical professionals for interpretation. Swarm intelligence analysis is a valuable tool for categorizing public opinion into different sentiments. Dynamics of Swarm Intelligence Health Analysis for the Next Generation discusses the role of behavioral activity in the evolution of traditional medical systems to intelligent systems. It further focuses on the economic, social, and environmental impacts of swarm intelligence smart healthcare systems. Covering topics such as healthcare data analytics, clustering algorithms, and the internet of medical things, this premier reference source is an excellent resource for healthcare professionals, hospital administrators, IT managers, policymakers, educators and students of higher education, researchers, and academicians.

Author : Musiolik, Thomas Heinrich,Rodriguez, Raul Villamarin,Kannan, Hemachandran
Publisher : IGI Global
Page : 464 pages
File Size : 51,6 Mb
Release : 2024-05-13
Category : Business & Economics
ISBN : 9798369344545

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Enhancing and Predicting Digital Consumer Behavior with AI by Musiolik, Thomas Heinrich,Rodriguez, Raul Villamarin,Kannan, Hemachandran Pdf

Understanding consumer behavior in today's digital landscape is more challenging than ever. Businesses must navigate a sea of data to discern meaningful patterns and correlations that drive effective customer engagement and product development. However, the ever-changing nature of consumer behavior presents a daunting task, making it difficult for companies to gauge the wants and needs of their target audience accurately. Enhancing and Predicting Digital Consumer Behavior with AI offers a comprehensive solution to this pressing issue. A strong focus on concepts, theories, and analytical techniques for tracking consumer behavior changes provides the roadmap for businesses to navigate the complexities of the digital age. By covering topics such as digital consumers, emotional intelligence, and data analytics, this book serves as a timely and invaluable resource for academics and practitioners seeking to understand and adapt to the evolving landscape of consumer behavior.

Author : Remondes, Jorge,Madeira, Paulo,Alves, Carlos
Publisher : IGI Global
Page : 323 pages
File Size : 49,6 Mb
Release : 2024-01-10
Category : Business & Economics
ISBN : 9781668491485

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Connecting With Consumers Through Effective Personalization and Programmatic Advertising by Remondes, Jorge,Madeira, Paulo,Alves, Carlos Pdf

In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing. The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike.

Author : Xiaolong Li
Publisher : Springer Nature
Page : 2095 pages
File Size : 55,7 Mb
Release : 2024-06-03
Category : Electronic
ISBN : 9789819705238

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Proceedings of the 7th International Conference on Economic Management and Green Development by Xiaolong Li Pdf

Author : Tarnanidis, Theodore,Papachristou, Eyridiki,Karypidis, Michail,Ismyrlis, Vasileios
Publisher : IGI Global
Page : 413 pages
File Size : 45,8 Mb
Release : 2023-08-01
Category : Business & Economics
ISBN : 9781668487556

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Social Media and Online Consumer Decision Making in the Fashion Industry by Tarnanidis, Theodore,Papachristou, Eyridiki,Karypidis, Michail,Ismyrlis, Vasileios Pdf

Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

Author : Maria Alejandra Gonzalez-Perez,Karen Lynden,Vas Taras
Publisher : Springer Nature
Page : 971 pages
File Size : 42,8 Mb
Release : 2019-09-05
Category : Business & Economics
ISBN : 9783030204150

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The Palgrave Handbook of Learning and Teaching International Business and Management by Maria Alejandra Gonzalez-Perez,Karen Lynden,Vas Taras Pdf

This handbook, which serves as a follow-up text to The Palgrave Handbook of Experiential Learning In International Business, reviews theoretical and empirical approaches of experiential learning pedagogy, and its role in increasing the effectiveness in teaching and learning of international business, and also, in the incorporation of international business-related concepts and competences in business and non-business programs. This edition offers a broader and updated perspective on experiential learning pedagogy for international business and management, and beyond. The first part provides an updated overview of the theories of experiential learning and effectiveness of teaching and learning in international business through the use of experiential learning projects. Part two provides a collection of specific applications of experiential learning in International Business and related fields. This handbook is a one-stop source for international managers, business educators, and trainers seeking to either select and use an existing experiential learning project or develop new projects and exercises of this kind.

Author : Thorsten Beck,Barbara Casu
Publisher : Springer
Page : 678 pages
File Size : 48,6 Mb
Release : 2017-01-12
Category : Business & Economics
ISBN : 9781137521446

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The Palgrave Handbook of European Banking by Thorsten Beck,Barbara Casu Pdf

This handbook presents a timely collection of original studies on relevant themes, policies and developments in European banking. The contributors analyse how the crisis years have had a long lasting impact on the structure of European banking and explore the regulatory architecture that has started to take form in their wake. Academic experts and senior policy makers have contributed to this volume, which is organized in five main parts. The first part presents an overview of European banking through the crisis and beyond. The second part analyses performance and innovation in EU banking markets. The third part discusses the key regulatory changes aimed at fostering financial stability. Part four looks at the relevance of cross-border banking and part five presents a detailed analysis of the main EU banking markets. This is a highly informative and carefully presented handbook, which provides thought-provoking insights into the past, present and future landscapes of European banking. It will appeal to a wide readership, from scholars and students, through to researchers, practitioners and policy-makers.