Back To The Future Using Marketing Basics To Provide Customer Value
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Back To The Future Using Marketing Basics To Provide Customer Value
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Author : Nina Krey
language : en
Publisher: Springer
Release Date : 2017-12-04
Back To The Future Using Marketing Basics To Provide Customer Value written by Nina Krey and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-04 with Business & Economics categories.
This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. 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, complementing 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.
The Palgrave Handbook Of Interactive Marketing
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Author : Cheng Lu Wang
language : en
Publisher: Springer Nature
Release Date : 2023-01-25
The Palgrave Handbook Of Interactive Marketing written by Cheng Lu Wang and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-25 with Business & Economics categories.
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.
Storytelling In Marketing And Brand Communications
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Author : S M A Moin
language : en
Publisher: Taylor & Francis
Release Date : 2024-07-12
Storytelling In Marketing And Brand Communications written by S M A Moin and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-12 with Business & Economics categories.
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.
Creative Advertising Concept And Copy
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Author : Georgia-Zozeta Miliopoulou
language : en
Publisher: Taylor & Francis
Release Date : 2024-04-08
Creative Advertising Concept And Copy written by Georgia-Zozeta Miliopoulou and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-04-08 with Business & Economics categories.
Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.
Proceedings Of The International Conference On Emerging Challenges Sustainable Strategies In The Data Driven Economy Icech 2024
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Author : Dinh Nguyen Van
language : en
Publisher: Springer Nature
Release Date : 2025-04-30
Proceedings Of The International Conference On Emerging Challenges Sustainable Strategies In The Data Driven Economy Icech 2024 written by Dinh Nguyen Van and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-04-30 with Business & Economics categories.
This is an open access book. International School - Vietnam National University Hanoi, Hanoi University of Science and Technology – School of Economics and Management, University of Economics and Business - Vietnam National University, Hanoi, National Economics University – Faculty of Business Management, The University of Danang – University of Economics, University of Economics Ho Chi Minh City, Foreign Trade University, University of Economics – Hue University, University of Hertfordshire (UK), AVSE Global (France), PPM School of Management (Indonesia), EM Normandie Business School (France) will organize the 12th International Conference on Emerging Challenges: Sustainable Strategies in the Data–driven Economy) in Thanh Hoa, Vietnam on November 1–2, 2024. We would like to invite you to be a part of the ICECH2024 and submit your research papers for presentation. The details are as follows: Thanks to the juggernaut technological development (especially in the context of the Industrial Revolution 4.0), such as greater data availability and the increasing popularity of the Internet, governments, firms, and people are utilizing data (especially big data) to improve their decision-making, boost productivity, understand citizens and/or customers’ needs and behaviours, meet a greater variety of demands and many others benefits. It is undeniable that the data-driven economy features powerful economies of scale, economies of scope, network externalities in many sectors, and pervasive information asymmetry. Businesses globally are experiencing a significant increase in digitalization, leading to a surge in data volumes and emphasizing the need for enterprises to prioritize data-driven approaches. Data is becoming a crucial company asset, and its value relies on effectively utilizing it to produce actionable insights for strategic decision-making. In addition to the challenges that businesses are facing in the data-driven economy, over the past few years, the world has been gripped with rising uncertainties and significant challenges such as the COVID-19 pandemic, the Russia-Ukraine or the Israel-Hamas conflicts. These issues, coupled with current, lingering problems such as climate change, do pose significant threats to economies and companies around the world. In response to these challenges, governments and firms have adopted sustainability-oriented approaches such as the digitalization and/or digital transformation of business activities, the pursuant of sustainable development goals (SDGs), or the adoption of Environmental, Social, and Governance (ESG) practices. In the context of coupling challenges, as mentioned above, it is essential to discuss the solutions that businesses should take to be resilient in uncertain contexts and achieve sustainable development. Thus, ICECH2024 aims to provide a forum for academics and professionals to share research findings, experiences, and knowledge with respect to the craft, implementation and effects of sustainable strategies in a data-driven global economy. The ICECH2024 Conference will focus on (but not limited to) Asia-Pacific nations. We welcome submissions in the following areas: Economics, Business Law, Management, Finance and Banking, Innovation and Technology, Accounting and Auditing.
Strategic Innovative Marketing And Tourism
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Author : Androniki Kavoura
language : en
Publisher: Springer
Release Date : 2019-07-03
Strategic Innovative Marketing And Tourism written by Androniki Kavoura and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-03 with Business & Economics categories.
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community,MSc and PhD students, and marketing and tourism professionals.
Debates In Marketing Orientation
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Author : Bilgehan Bozkurt
language : en
Publisher: Emerald Group Publishing
Release Date : 2019-01-14
Debates In Marketing Orientation written by Bilgehan Bozkurt and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-14 with Business & Economics categories.
This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.
The Sage Handbook Of Social Media Marketing
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Author : Annmarie Hanlon
language : en
Publisher: SAGE
Release Date : 2022-06-16
The Sage Handbook Of Social Media Marketing written by Annmarie Hanlon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-16 with Business & Economics categories.
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media
Reimagining Communication Experience
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Author : Michael Filimowicz
language : en
Publisher: Routledge
Release Date : 2020-04-30
Reimagining Communication Experience written by Michael Filimowicz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-30 with Computers categories.
Reimagining Communication: Experience explores the embodied and experiential aspects of media forms across a variety of contemporary platforms, uses, content variations, audiences, and professional roles. A diverse body of contributions offer a broad range of perspectives on memory, embodiment, time, and more. The volume is organized to reflect a pedagogical approach of carefully laddered and sequenced topics, which supports meaningful, project-based learning in addition to a course’s traditional writing requirements. As the field of Communication Studies has been continuously growing and reaching new horizons, this volume presents a survey of the foundational theoretical and methodological approaches that continue to shape the discipline, synthesizing the complex relationship of communication to forms of experience in a uniquely accessible and engaging way. This is an essential introductory text for advanced undergraduate and graduate students and scholars of communication, media, and interactive technologies, with an interdisciplinary focus and an emphasis on the integration of new technologies.
Nextgen Digital Marketing In The Age Of Ai
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Author : Hutson, James
language : en
Publisher: IGI Global
Release Date : 2025-06-25
Nextgen Digital Marketing In The Age Of Ai written by Hutson, James and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-06-25 with Business & Economics categories.
In the evolving landscape of technology, NextGen digital marketing is reshaped by the transformative power of artificial intelligence (AI). As traditional strategies give way to data-driven automation, personalized experiences, and predictive analytics, businesses harness AI to reach audiences more efficiently and effectively. From chatbots and content generation to customer insights and targeted campaigns, AI enhances digital marketing. This demands that marketers embrace innovation, adapt to emerging tools, and rethink connections with modern consumers. NextGen Digital Marketing in the Age of AI outlines the transformative impact of AI on the digital marketing landscape. It contrasts the historical utility of traditional AI for optimizing processes like audience segmentation and predictive analytics with the revolutionary creative capabilities of generative intelligent technologies. This book covers topics such as consumer science, generated content, and marketing campaigns, and is a useful resource for business owners, marketers, academicians, researchers, and data scientists.