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Contemporary Trends in Innovative Marketing Strategies

Author : Barbosa, Belem

Publisher : IGI Global

Page : 413 pages

File Size : 45,29 MB

Release : 2024-02-19

Category : Business & Economics

ISBN :

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Book Description

In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing strategies. Adapting to these changes is no longer a choice but a necessity. To thrive, companies must remain vigilant, updating their resources and adopting emerging trends with unwavering agility. Contemporary Trends in Innovative Marketing Strategies explores the demands and dynamics of modern marketing. This book is tailored to meet the needs of students, educators, and managers seeking a profound understanding of today's marketing trends. Firstly, the book delves deep into the current trends steering marketing innovation. It dissects the latest developments that are reshaping the marketing landscape, identifies pivotal trends, and elucidates their ramifications for businesses. Secondly, the book embarks on a journey to explore innovative marketing strategies engineered to confront contemporary business challenges and seize emerging opportunities. It unlocks novel approaches that adeptly cater to the market, providing insights into strategic frameworks, methodologies, and practices. Lastly, the book illustrates these concepts with real-world case studies, offering proof of innovative marketing's successful applications across diverse business sectors. These cases serve to inspire and demonstrate how innovative marketing strategies can be put into action, resulting in tangible outcomes. This book is designed for a diverse audience, including academics and students keen on exploring the latest trends in innovative marketing, educators searching for compelling case studies to enhance their teaching materials, and practitioners eager to bridge the gap between research and practical application in innovative marketing.



Marketing Innovation Strategies and Consumer Behavior

Author : Barbosa, Belem

Publisher : IGI Global

Page : 490 pages

File Size : 34,12 MB

Release : 2024-04-09

Category : Business & Economics

ISBN :

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Book Description

In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.



Digital Marketing Excellence

Author : Dave Chaffey

Publisher : Taylor & Francis

Page : 677 pages

File Size : 30,37 MB

Release : 2022-07-22

Category : Business & Economics

ISBN : 1000610918

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Book Description

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.



Disruptive Marketing

Author : Geoffrey Colon

Publisher : AMACOM

Page : 268 pages

File Size : 27,62 MB

Release : 2016-08-09

Category : Business & Economics

ISBN : 0814437400

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Book Description

With 75 percent of screen time being spent on connected devices, digital strategies have moved front and center of marketing plans. Getting a message through to customers, and not just in front of them for a second before being thrown away, requires radical rethinking. What if that’s not enough? How often does consumer engagement go further than the “like” button? With the average American receiving close to 50 phone notifications a day, do the company messages get read or just tossed aside? The reality is that technology hasn’t just reshaped mass media; it’s altering behavior as well. Disruptive Marketing challenges you to toss the linear plan, strip away conventions, and open your mind as it takes you on a provocative, fast-paced tour of our changing world, where you’ll find that: Selling is dead, but ongoing conversation thrives Consumers generate the best content about brand People tune out noise and listen to feelings Curiosity leads the marketing team Growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing is the solution you’ve been looking for to boost your brand into new territory!



Digital Marketing

Author : Dave Chaffey

Publisher : Pearson Higher Ed

Page : 727 pages

File Size : 43,43 MB

Release : 2012-10-12

Category : Business & Economics

ISBN : 0273746227

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Book Description

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.



Digital and Social Media Marketing

Author : Nripendra P. Rana

Publisher : Springer Nature

Page : 337 pages

File Size : 28,94 MB

Release : 2019-11-11

Category : Business & Economics

ISBN : 3030243745

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Book Description

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.



Innovations in Services Marketing and Management: Strategies for Emerging Economies

Author : Goyal, Anita

Publisher : IGI Global

Page : 410 pages

File Size : 41,37 MB

Release : 2013-10-31

Category : Business & Economics

ISBN : 1466646721

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Book Description

Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in Services Marketing and Management: Strategies for Emerging Economies presents insights into marketing strategies and tactical perspectives in both large and small enterprises. The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to identify key trends in emerging economies and build the next generation of innovative services.



AI Innovations for Travel and Tourism

Author : Correia, Ricardo

Publisher : IGI Global

Page : 285 pages

File Size : 20,94 MB

Release : 2024-06-05

Category : Business & Economics

ISBN :

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Book Description

The tourism industry faces pressing challenges amidst the integration of artificial intelligence (AI) technologies. It is necessary to address the lack of a comprehensive understanding of AI's impact on the sector, emphasizing its role in reshaping the travel ecosystem, enhancing customer experiences, and optimizing operational efficiency. Ethical considerations surrounding AI implementation in tourism must be thoroughly examined to guide responsible technology use. AI Innovations for Travel and Tourism illuminates how AI revolutionizes travel ecosystems, beginning with an insightful introduction to AI's impact on tourism, laying the groundwork for a nuanced understanding of its transformative potential. Delving into personalized travel planning, the book navigates the reader through the intricacies of AI-enhanced destination recommendations, digging into how these technologies redefine the travel experience. Smart booking systems and travel experiences demonstrate how AI streamlines operations and raises customer satisfaction. This book is ideal for tourism scholars, educators, students, researchers, and industry professionals.



Introduction to Business

Author : Lawrence J. Gitman

Publisher :

Page : 1455 pages

File Size : 15,96 MB

Release : 2024-09-16

Category : Business & Economics

ISBN :

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Book Description

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.



Multi-Sector Analysis of the Digital Healthcare Industry

Author : Chatterjee, Lagnajita

Publisher : IGI Global

Page : 315 pages

File Size : 41,26 MB

Release : 2024-03-27

Category : Medical

ISBN :

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Book Description

In the wake of the digital healthcare revolution, a critical challenge has emerged: the lack of a comprehensive understanding stemming from fragmented research. Despite the industry's meteoric rise, existing literature often compartmentalizes insights, neglecting the intricate multi-sector collaborations that fuel its progress. This gap hinders scholars and industry professionals, leaving them with a myopic view of the digital healthcare landscape. The urgent need for a holistic exploration has never been more apparent. Multi-Sector Analysis of the Digital Healthcare Industry is a groundbreaking book that will uncover the complexities of digital healthcare with a panoramic lens. This carefully curated collection of cross-functional chapters is a beacon guiding academics and industry specialists through the difficulties of the industry's past, present, and future. With experts from fields spanning medicine, technology, business, and regulatory sectors, this book addresses the limitations of current research but serves as a compass for those seeking a more profound comprehension of digital healthcare's collaborative dynamics.