Beyond The Dark Arts Advancing Marketing And Communication Theory And Practice
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Beyond The Dark Arts Advancing Marketing And Communication Theory And Practice
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Author : Linda Brennan
language : en
Publisher: World Scientific
Release Date : 2023-04-25
Beyond The Dark Arts Advancing Marketing And Communication Theory And Practice written by Linda Brennan and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-25 with Business & Economics categories.
Marketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing. The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.
Digital Advertising Evolution
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Author : Iain MacRury
language : en
Publisher: Taylor & Francis
Release Date : 2024-12-27
Digital Advertising Evolution written by Iain MacRury and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-12-27 with Business & Economics categories.
This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising— in practice, communication, and commercial process. Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry’s working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry. Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.
Global Perspectives On Social Media Influencers And Strategic Business Communication
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Author : Bi, Nicky Chang
language : en
Publisher: IGI Global
Release Date : 2024-05-22
Global Perspectives On Social Media Influencers And Strategic Business Communication written by Bi, Nicky Chang and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-22 with Business & Economics categories.
In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.
The Routledge Companion To Marketing And Sustainability
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Author : Ken Peattie
language : en
Publisher: Taylor & Francis
Release Date : 2025-04-14
The Routledge Companion To Marketing And Sustainability written by Ken Peattie and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-04-14 with Business & Economics categories.
This state-of-the-art handbook provides a comprehensive review of recent research and academic thought on the relationship between marketing and sustainability. It combines a ‘micro-marketing’ approach considering how to market more sustainable goods and services, with a more critical perspective considering the implications of our marketing systems for the future of the planet and humankind. It also balances a traditional socio-economic perspective on marketing with a physical systems perspective considering how the consequences of our consumption and production systems play out over time and space. Bringing together a range of leading international experts from more than a dozen countries, this unique collection addresses both the environmental side of the sustainability agenda, through topics such as product development, packaging and circular economy initiatives, and its social side through topics such as fair trade marketing, bottom-of-the-pyramid initiatives and marketing ethics. A range of key market contexts are discussed including food, mobility, tourism, luxury consumption and sports along with important developments in the field around social marketing, sustainable lifestyles, new information technologies and the need for better marketing of sustainability. Exploring how marketing can meet the challenge of the transition towards a more sustainable economy and a fairer society, this unique volume will be welcomed by researchers, students and practitioners from a variety of fields including marketing, business ethics, sociology and environmental studies. Chapter 23 of this book is freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution (CC BY) 4.0 license.
Advanced Theory And Practice In Sport Marketing
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Author : Eric C. Schwarz
language : en
Publisher: Routledge
Release Date : 2017-12-18
Advanced Theory And Practice In Sport Marketing written by Eric C. Schwarz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-18 with Business & Economics categories.
Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Cross Cultural Communication
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Author : B. Hurn
language : en
Publisher: Springer
Release Date : 2013-05-07
Cross Cultural Communication written by B. Hurn and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-07 with Business & Economics categories.
A comprehensive survey of the key areas of research in cross-cultural communication, based on the authors' experience in organizing and delivering courses for undergraduate and postgraduate students and in business training in the UK and overseas.
Bulletin Of The Atomic Scientists
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Author :
language : en
Publisher:
Release Date : 1972-10
Bulletin Of The Atomic Scientists written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1972-10 with categories.
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Bulletin Of The Atomic Scientists
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Author :
language : en
Publisher:
Release Date : 1970-12
Bulletin Of The Atomic Scientists written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1970-12 with categories.
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Bulletin Of The Atomic Scientists
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Author :
language : en
Publisher:
Release Date : 1970-06
Bulletin Of The Atomic Scientists written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1970-06 with categories.
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.