The Role Of Brands In An Era Of Over Information
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The Role Of Brands In An Era Of Over Information
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Author : Correia, Ricardo Fontes
language : en
Publisher: IGI Global
Release Date : 2023-08-14
The Role Of Brands In An Era Of Over Information written by Correia, Ricardo Fontes and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-14 with Computers categories.
Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help “rationalize” decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception? The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.
Contemporary Marketing
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Author : Tapan Kumar Panda
language : en
Publisher: ICFAI Books
Release Date : 2006
Contemporary Marketing written by Tapan Kumar Panda and has been published by ICFAI Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Marketing categories.
This book presents marketing as an ever-evolving management discipline. Here, the reader traverses the path of evolution of marketing, marriage of marketing with IT and a projection of marketing into the future. It spans ancient marketing practices, high-
A Research Agenda For Brand Management In A New Era Of Consumerism
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Author : Ceridwyn King
language : en
Publisher: Edward Elgar Publishing
Release Date : 2023-09-06
A Research Agenda For Brand Management In A New Era Of Consumerism written by Ceridwyn King and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-06 with Business & Economics categories.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Brand Management
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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2020-05-10
Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-10 with Business & Economics categories.
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
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.
Let S Get Engaged Crossing The Threshold Of Marketing S Engagement Era
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Author : Michael W. Obal
language : en
Publisher: Springer
Release Date : 2015-12-12
Let S Get Engaged Crossing The Threshold Of Marketing S Engagement Era written by Michael W. Obal and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-12 with Business & Economics categories.
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, complimenting 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. This volume includes the full proceedings from the 2014 Academy of Marketing Science (AMS) Annual Conference held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. The volume includes manuscripts relevant to marketing strategy, consumer behaviour, quantitative modelling, among others.
Chinese Local New Luxury Brands In A Digitally Empowered Era
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Author : Hongbo Lai
language : en
Publisher: Springer Nature
Release Date : 2021-05-20
Chinese Local New Luxury Brands In A Digitally Empowered Era written by Hongbo Lai and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-20 with Business & Economics categories.
This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry.
Decoding Branding
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Author : Royce Yuen
language : en
Publisher: Routledge
Release Date : 2021-05-31
Decoding Branding written by Royce Yuen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-31 with Business & Economics categories.
Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.
Consumer Behavior In The Internet Era
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Author : Gong Sun
language : en
Publisher: Frontiers Media SA
Release Date : 2022-11-28
Consumer Behavior In The Internet Era written by Gong Sun and has been published by Frontiers Media SA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-11-28 with Science categories.
Globalization Culture And Branding
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Author : C. Torelli
language : en
Publisher: Springer
Release Date : 2013-11-19
Globalization Culture And Branding written by C. Torelli and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-19 with Business & Economics categories.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.