Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape
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Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape
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Author : Miguélez-Juan, Blanca
language : en
Publisher: IGI Global
Release Date : 2023-01-09
Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape written by Miguélez-Juan, Blanca and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-09 with Business & Economics categories.
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.
Handbook Of Research On Ai Based Technologies And Applications In The Era Of The Metaverse
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Author : Khang, Alex
language : en
Publisher: IGI Global
Release Date : 2023-07-03
Handbook Of Research On Ai Based Technologies And Applications In The Era Of The Metaverse written by Khang, Alex and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-03 with Computers categories.
The recent advancements in the field of the internet of things (IoT), AI, big data, blockchain, augmented reality (AR)/virtual reality (VR), cloud platforms, quantum computing, cybersecurity, and telecommunication technology enabled the promotion of conventional computer-aided industry to the metaverse ecosystem that is powered by AR/VR-driven technologies. In this paradigm shift, the integrated technologies of IoT and AI play a vital role to connect the cyberspace of computing systems and virtual environments. AR/VR supports a huge range of industrial applications such as logistics, the food industry, and manufacturing utilities. AI-Based Technologies and Applications in the Era of the Metaverse discusses essential components of the metaverse ecosystem such as concepts, methodologies, technologies, modeling, designs, statistics, implementation, and maintenance. Covering key topics such as machine learning, deep learning, quantum computing, and blockchain, this premier reference source is ideal for computer scientists, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.
Handbook Of Research On The Interplay Between Service Quality And Customer Delight
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Author : Sarma, Sarmistha
language : en
Publisher: IGI Global
Release Date : 2023-01-31
Handbook Of Research On The Interplay Between Service Quality And Customer Delight written by Sarma, Sarmistha and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-31 with Business & Economics categories.
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.
Handbook Of Research On Global Perspectives On International Advertising
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Author : Krom, Ipek
language : en
Publisher: IGI Global
Release Date : 2022-06-24
Handbook Of Research On Global Perspectives On International Advertising written by Krom, Ipek and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-24 with Business & Economics categories.
International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.
Handbook Of Research On Interdisciplinary Reflections Of Contemporary Experiential Marketing Practices
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Author : Akel, Gökhan
language : en
Publisher: IGI Global
Release Date : 2022-06-24
Handbook Of Research On Interdisciplinary Reflections Of Contemporary Experiential Marketing Practices written by Akel, Gökhan and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-24 with Business & Economics categories.
Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.
Global Agricultural And Food Marketing In A Global Context Advancing Policy Management And Innovation
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Author : Maiwashe-Tagwi, Aluwani
language : en
Publisher: IGI Global
Release Date : 2023-03-20
Global Agricultural And Food Marketing In A Global Context Advancing Policy Management And Innovation written by Maiwashe-Tagwi, Aluwani and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-20 with Technology & Engineering categories.
Over 70% of food production is in the hands of farmers; however, numerous studies have shown that smallholder farmers do not have access to markets. The reasons for this failure have been attributed to a lack of financial resources and infrastructure. To date, no one has questioned the role that graduates, academics, agricultural economists, and agricultural extension officials play in the plight of market access. Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation discusses key aspects of the agricultural marketing context including the policy environment, the available local markets and how they operate, the conditions and requirements for international trade, the logistic system operations, and the technology developments in marketing. Covering topics such as produce, food production, and digital marketing, this reference work is ideal for farmers, government officials, policymakers, researchers, scholars, academicians, practitioners, educators, and students.
Enhancing Customer Engagement Through Location Based Marketing
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Author : Singh, Amandeep
language : en
Publisher: IGI Global
Release Date : 2023-03-07
Enhancing Customer Engagement Through Location Based Marketing written by Singh, Amandeep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-07 with Business & Economics categories.
Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix,” and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.
Cases On Social Justice In China And Perspectives On Chinese Brands
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Author : Elhaoussine, Youssef
language : en
Publisher: IGI Global
Release Date : 2023-01-23
Cases On Social Justice In China And Perspectives On Chinese Brands written by Elhaoussine, Youssef and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-23 with Business & Economics categories.
As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, it is difficult for foreign academics and the foreign public to grasp what is happening within Chinese society. This is particularly the case if a foreign audience wishes to understand the Chinese public and how social justice plays out in China. Cases on Social Justice in China and Perspectives on Chinese Brands proposes an objective view of the effect that social justice and online public debates had on brands by describing and reporting the real situation in China where brands faced a public outcry after a controversial event and by considering how the brands were affected. Covering key topics such as brand activity, social media, boycotts, vulgar marketing, and salary disputes, this reference work is ideal for government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.
Examining The Future Of Advertising And Brands In The New
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Author :
language : en
Publisher:
Release Date : 2022
Examining The Future Of Advertising And Brands In The New written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
Critical Perspectives On Diversity Equity And Inclusion In Marketing
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Author : Gbadamosi, Ayantunji
language : en
Publisher: IGI Global
Release Date : 2022-05-20
Critical Perspectives On Diversity Equity And Inclusion In Marketing written by Gbadamosi, Ayantunji and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-20 with Business & Economics categories.
Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as less privileged or low-income consumers are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.