Author : Selda Ene
Publisher : Livre de Lyon
Page : 158 pages
File Size : 20,95 MB
Release : 2021-05-15
Category : Business & Economics
ISBN : 2382361603
Current Marketing Studies and Digital Developments
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 24,21 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
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.
Author : Park Thaichon
Publisher : Emerald Group Publishing
Page : 224 pages
File Size : 47,51 MB
Release : 2021-06-11
Category : Business & Economics
ISBN : 1800713487
Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.
Author : Castanho, Rui Alexandre
Publisher : IGI Global
Page : 464 pages
File Size : 48,23 MB
Release : 2023-04-04
Category : Political Science
ISBN : 1668470217
The world is changing rapidly in several critical areas that could reshape our lifestyles, development, the environment, democracy, and geopolitics. Among the numerous obstacles, barriers, and opportunities, some significant challenges should be considered for the future planning of our territories and regions all over the globe. The Handbook of Research on Current Advances and Challenges of Borderlands, Migration, and Geopolitics collects a robust set of contributions concerning border territories dynamics and geopolitics in the current and future context. Covering key topics such as green economy, biodiversity, territorial management, and spatial planning, this major reference work is ideal for government officials, industry professionals, environmentalists, technicians, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.
Author : Gigauri, Iza
Publisher : IGI Global
Page : 478 pages
File Size : 11,73 MB
Release : 2023-06-26
Category : Business & Economics
ISBN : 1668486830
The prominent idea of sustainable development has influenced almost all disciplines, changing our understanding and behavior toward sustainability. In this respect, marketing has also been transforming from the sustainability point of view as emerging social and ecological problems caused by the exponential growth require sustainable solutions and joint efforts. Sustainable marketing intends to integrate ecological, social, and ethical concerns while creating value. Consumers, along with other stakeholders, expect that brands will contribute to work toward the sustainable development goals; therefore, companies need to redesign their marketing initiatives to create, promote, and deliver values that are in line with sustainability. The Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing illuminates current developments in sustainable marketing and the new trends and tendencies concerning the concept in theory and practice. The book also explores the concept of sustainable marketing in todays context of the digital age, explains its boundaries and benefits, and describes the challenges and opportunities as well as the advantages and potential disadvantages of sustainable marketing and branding efforts. Covering key topics such as branding, marketing ethics, and corporate social responsibility, this premier reference source is ideal for marketers, business owners, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.
Author : Saiz-Alvarez, Jose Manuel
Publisher : IGI Global
Page : 465 pages
File Size : 20,4 MB
Release : 2019-04-26
Category : Business & Economics
ISBN : 1522589406
Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing these new techniques can increase the profitability of business industries and consumer analytic information for future reference. The Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics is a collection of research on social entrepreneurship as a critical element of economic growth with a look at the evolutionary aspects of digital technologies on the industry. While highlighting topics including social media, microfinance, and consumer behavior, this book is ideally designed for marketers, managers, professionals, academics, and graduate-level students concerned about the fields of economics, sociology, education, politics, and digital technology innovation.
Author : Luigi Aldieri
Publisher : BoD – Books on Demand
Page : 148 pages
File Size : 21,9 MB
Release : 2022-06-08
Category : Business & Economics
ISBN : 1803555041
The role of innovation is becoming increasingly crucial in modern societies. In particular, investments in Research and Development represent an important tool for promoting innovation and for enhancing the capital invested in the market. By now, innovation is linked with different concepts, from entrepreneurship to sustainability, from economics to management. The analysis of the innovation process involves different skills to overcome the high degree of competitiveness and allow higher levels of profits. In the text, the interactions among innovation, entrepreneurship, and ecosystems are investigated. It is an attempt to prepare the theoretical bases to face in an appropriate way the transformations of modern economic and organizational systems and to suggest adequate support policies.
Author : Rodrigues, Maria Antónia
Publisher : IGI Global
Page : 347 pages
File Size : 27,69 MB
Release : 2022-03-11
Category : Business & Economics
ISBN : 179989181X
In a highly competitive market, digital transformation with internet of things, artificial intelligence, and other innovative technological trends are elements of differentiations and are important milestones in business development and consumer interaction, particularly in services. As a result, there are several new business models anchored in these digital and technological environments and new experiences provided to services consumers and firms that need to be examined. Impact of Digital Transformation on the Development of New Business Models and Consumer Experience provides relevant theoretical and empirical research findings and innovative and multifaceted perspectives on how digital transformation and other innovative technologies can drive new business models and create valued experiences for consumers and firms. Covering topics such as business models, consumer behavior, and gamification, this publication is ideal for industry professionals, managers, business owners, practitioners, researchers, professors, academicians, and students.
Author : Moez Ltifi
Publisher : CRC Press
Page : 329 pages
File Size : 25,90 MB
Release : 2024-07-12
Category : Business & Economics
ISBN : 1040031668
This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.
Author : Francisco J. Martínez-López
Publisher : Springer Nature
Page : 230 pages
File Size : 38,3 MB
Release : 2020-05-06
Category : Business & Economics
ISBN : 3030475956
This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.
