Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media
DOWNLOAD
Download Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media
DOWNLOAD
Author : Amelie Lorenzen
language : en
Publisher: GRIN Verlag
Release Date : 2013-01-09
Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media written by Amelie Lorenzen and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-09 with Business & Economics categories.
Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf’s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part.
Digital And Social Media Marketing
DOWNLOAD
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.
Information Materials
DOWNLOAD
Author : Manuel Kretzer
language : en
Publisher: Springer
Release Date : 2016-11-03
Information Materials written by Manuel Kretzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-03 with Technology & Engineering categories.
This book considers the potential of new, smart materials and their use in architecture. It begins with an overview of current global tendencies (technological, demographic, and socio-anthropological) and their relevance for architectural design. Expanding upon approaches for flexible design solutions to address change and uncertainty, Dr. Kretzer begins by exploring adaptive architecture and proceeds to introduce the topic of “information materials,” which encompasses smart and functional materials, their current usage, and their potential for the creation of future spaces. The second chapter provides a comprehensive overview of architectural materials, past and present, split into the topics: natural, industrial, synthetic, digital, and information materials. Chapter three introduces an educational approach for the mediation of information material usage in design courses and student workshops. The final section provides detailed information on a range of emerging material phenomena, including aerogels, bioluminescence, bio plastics, dye-sensitized solar cells, electroluminescent displays, electroactive polymers, soft robotics, and thermochromics. Each section explains its respective history, working principles, fabrication and (potential) usage in architecture and design, and provides hands-on tutorials on how to self-produce these materials, and displays class-tested experimental installations. The book concludes with an outlook into the domain of synthetic biology and the prospects of a “living” architecture. It is ideal for students of structural materials engineering, architecture, and urban planning; professionals working these in areas, as well as materials science/engineering and architecture educators.
User Innovation And The Entrepreneurship Phenomenon In The Digital Economy
DOWNLOAD
Author : Isaias, Pedro
language : en
Publisher: IGI Global
Release Date : 2017-10-31
User Innovation And The Entrepreneurship Phenomenon In The Digital Economy written by Isaias, Pedro and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-31 with Business & Economics categories.
The digital economy is a main driver of change, innovation, and competitiveness for various companies and entrepreneurs. Exploring developments in these initiatives can be used as vital tools for future business success. User Innovation and the Entrepreneurship Phenomenon in the Digital Economy is an essential reference source for emerging scholarly research on innovative aspects of design, development, and implementation of digital economy initiatives, highlighting the relationship and interaction between humans and technology in modern society. Featuring coverage on a broad range of topics such as electronic commerce, brand promotion, and customer loyalty, this book is ideally designed for academicians, researchers, students, and managers seeking current research on the digital economy.
The Sage Handbook Of Social Marketing
DOWNLOAD
Author : Gerard Hastings
language : en
Publisher: SAGE
Release Date : 2011-11-15
The Sage Handbook Of Social Marketing written by Gerard Hastings and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-15 with Business & Economics categories.
For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
Strengthening Sme Performance Through Social Media Adoption And Usage
DOWNLOAD
Author : Qalati, Sikandar Ali
language : en
Publisher: IGI Global
Release Date : 2023-03-17
Strengthening Sme Performance Through Social Media Adoption And Usage written by Qalati, Sikandar Ali and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-17 with Computers categories.
Small and medium-sized enterprises (SMEs) are recognized as the backbone of todays world economy. However, SMEs are well known for having limitations and acceptance barriers in adopting new technology even though the internet and communications channels revolution has changed the way people conduct business today. Further, the COVID-19 pandemic has disturbed the operations of SMEs and increased the burden on social media application globally. It is essential that SMEs utilize social media to strengthen their performance. Strengthening SME Performance Through Social Media Adoption and Usage explores experiences in different technological, managerial, organizational, and entrepreneurial environmental issues. It focuses on different conceptions of factors and consequences influencing social media usage and SME performance. Covering topics such as corporate social responsibility, marketing frameworks, and social media adoption, this premier reference source is a valuable resource for entrepreneurs, business leaders and managers, human resource managers, marketers, consultants, students and educators of higher education, librarians, researchers, and academicians.
Sport Racism And Social Media
DOWNLOAD
Author : Neil Farrington
language : en
Publisher: Routledge
Release Date : 2017-07-14
Sport Racism And Social Media written by Neil Farrington and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-14 with Social Science categories.
Racist abuse may at one time have been hurled across the sports stadium or scrawled on a wall. But in today’s social media world it can be published to millions, from almost anywhere, in an instant. Sport, Racism and Social Media provides the first significant, academic account of how social media is shaping the nature of racisms in sport. Among the questions it addresses are: How, and why, is racism being expressed across different social media platforms and sporting contexts? To what extent is social media providing new platforms for traditional prejudices or actually creating new forms of racism? How can campaigners, authorities and individuals best challenge and counter these forms of racism? Combining analysis of social media content with in-depth interviews with athletes, fans, campaigners and officials, and including extensive case studies of soccer, boxing, the NHL, the NBA, and cricket, the book provides important new insights on a familiar but ever changing story. It is essential reading for any student, researcher, media professional, administrator or policy-maker with an interest in sport, new media or the issue of racism in wider society.
Digital Disruption In Marketing And Communications
DOWNLOAD
Author : Edoardo Magnotta
language : en
Publisher: Routledge
Release Date : 2019-10-18
Digital Disruption In Marketing And Communications written by Edoardo Magnotta and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-18 with Business & Economics categories.
This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model.
Debates For The Digital Age
DOWNLOAD
Author : Danielle Sarver Coombs
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2015-11-23
Debates For The Digital Age written by Danielle Sarver Coombs and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-23 with Technology & Engineering categories.
By evaluating the Internet's impact on key cultural issues of the day, this book provides a comprehensive overview of the seismic technological and cultural shifts the Internet has created in contemporary society. Books about Internet culture usually focus on the people, places, sites, and memes that constitute the "cutting-edge" at the time the book is written. That approach, alas, renders such volumes quickly obsolete. This provocative work, on the other hand, focuses on overarching themes that will remain relevant for the long term. The insights it shares will highlight the tremendous impact of the Internet on modern civilization—and individual lives—well after specific players and sites have fallen out of favor. Content is presented in two volumes. The first emphasizes the positive impact of Internet culture—for example, 24-hour access to information, music, books, merchandise, employment opportunities, and even romance. The second discusses the Internet's darker consequences, such as a demand for instant news that often pushes journalists to prioritize being first over being right, online scams, and invasions of privacy that can affect anyone who banks, shops, pays bills, or posts online. Readers of the set will clearly understand how the Internet has revolutionized communications and redefined human interaction, coming away with a unique appreciation of the realities of today's digital world—for better and for worse.
Organizations And Social Networking Utilizing Social Media To Engage Consumers
DOWNLOAD
Author : Li, Eldon Y.
language : en
Publisher: IGI Global
Release Date : 2013-05-31
Organizations And Social Networking Utilizing Social Media To Engage Consumers written by Li, Eldon Y. and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-31 with Computers categories.
The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.