Author : . Rajagopal
Publisher : Springer
Page : 246 pages
File Size : 39,30 MB
Release : 2013-09-20
Category : Business & Economics
ISBN : 1137281928
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 36,42 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 : Angeline Close
Publisher : Routledge
Page : 402 pages
File Size : 36,38 MB
Release : 2012
Category : Business & Economics
ISBN : 1848729693
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Author : Mike Friedrichsen
Publisher : Springer Science & Business Media
Page : 858 pages
File Size : 14,59 MB
Release : 2013-05-28
Category : Business & Economics
ISBN : 3642288979
Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.
Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1755 pages
File Size : 24,13 MB
Release : 2018-01-05
Category : Business & Economics
ISBN : 1522551883
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 34,15 MB
Release : 2019-11-15
Category : Business & Economics
ISBN : 1799801330
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.
Author : Rajagopal
Publisher : Springer Nature
Page : 254 pages
File Size : 45,37 MB
Release : 2022-07-18
Category : Business & Economics
ISBN : 3031042123
This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.
Author : Rajagopal
Publisher : IGI Global
Page : 319 pages
File Size : 26,38 MB
Release : 2015-01-31
Category : Business & Economics
ISBN : 1466675195
Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher
Author : Matthew Reyes
Publisher : BoD – Books on Demand
Page : 144 pages
File Size : 36,12 MB
Release : 2020-03-04
Category : Business & Economics
ISBN : 1789238552
This Edited Volume "Consumer Behavior and Marketing" is a collection of reviewed and relevant research chapters, offering a comprehensive overview of recent developments in the field of psychology. The book comprises single chapters authored by various researchers and edited by an expert active in the research area. All chapters are complete in itself but united under a common research study topic. This publication aims at providing a thorough overview of the latest research efforts by international authors and open new possible research paths for further novel developments.
Author : Rajagopal
Publisher : Business Expert Press
Page : 183 pages
File Size : 21,70 MB
Release : 2018-02-25
Category : Business & Economics
ISBN : 1947441159
This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.
