› › Marketing At The Confluence Between Entertainment And Analytics

Marketing at the Confluence between Entertainment and Analytics

Author : Patricia Rossi

Publisher : Springer

Page : 1484 pages

File Size : 42,6 MB

Release : 2017-04-29

Category : Business & Economics

ISBN : 331947331X

Get eBook

Book Description

This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society. 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, complementing 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.



HR Analytics in an Era of Rapid Automation

Author : Yadav, Radha

Publisher : IGI Global

Page : 375 pages

File Size : 42,22 MB

Release : 2023-08-01

Category : Business & Economics

ISBN : 1668489449

Get eBook

Book Description

Human Resources (HR) departments often have significant data sets related to employees and positions within their organizations, but optimizing use of this data can present challenges. As the business world rapidly transforms due to technological advancements, experts within the HR domain must learn to effectively use data to improve workforce performance and assist with strategic decisions. A comprehensive understanding of HR analytics and its multiple levels, ranging from descriptive to perspective, can emphasize how the data can support, track, and monitor employee performance, culture, turnover rate, and absenteeism. HR Analytics in an Era of Rapid Automation is a valuable guide for academics, researchers, and practitioners interested in the latest developments in HR analytics. It covers relevant theories and conceptual models based on quantitative and qualitative findings and emphasizes the importance of utilizing HR analytics for sustainable decision making. With a focus on recruitment analytics, talent acquisition, employee performance analytics, and more, this book provides practical solutions to the challenges facing HR professionals in the rapidly changing business world. By highlighting the value of people and HR analytics for business success, this book offers several solutions for the analysis of challenges facing HR professionals today.



Technology and Innovation for Marketing

Author : Eleonora Pantano

Publisher : Routledge

Page : 130 pages

File Size : 31,68 MB

Release : 2018-08-28

Category : Business & Economics

ISBN : 0429837089

Get eBook

Book Description

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant. In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage. Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.



Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Author : Gupta, Monika

Publisher : IGI Global

Page : 317 pages

File Size : 37,55 MB

Release : 2022-12-09

Category : Business & Economics

ISBN : 1668458993

Get eBook

Book Description

Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.



Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions

Author : Charitha Harshani Perera

Publisher : Springer Nature

Page : 284 pages

File Size : 19,3 MB

Release : 2022-09-30

Category : Business & Economics

ISBN : 9811950172

Get eBook

Book Description

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.



Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future

Author : Masengu, Reason

Publisher : IGI Global

Page : 696 pages

File Size : 10,77 MB

Release : 2023-09-18

Category : Business & Economics

ISBN :

Get eBook

Book Description

In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sustainable marketing has emerged as a critical aspect of modern business strategies. Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future provides a comprehensive and timely exploration of the key concepts, trends, and challenges in sustainable marketing within today's dynamic business environment. This book delivers an extensive overview of sustainable marketing, covering a diverse range of topics. It delves into the role of sustainable marketing in addressing environmental and social concerns, examines its impact on consumer behavior and brand loyalty, and showcases best practices for integrating sustainability into marketing strategies and tactics. Additionally, it explores the challenges and opportunities associated with implementing sustainable marketing across various industries, investigates the influence of digital technologies on sustainable marketing, and explores the future of sustainable marketing in the post-COVID-19 era. Targeting marketing professionals, business leaders, marketing students and educators, and individuals interested in advancing sustainable business practices, this book serves as an invaluable resource. It offers insights into the role of marketing in creating a more environmentally friendly future and equips readers with the latest strategies and best practices for promoting sustainability through marketing.



Congruency, Expectations and Consumer Behavior in Digital Environments

Author : Frederic Nimmermann

Publisher : Springer Nature

Page : 213 pages

File Size : 48,97 MB

Release : 2019-10-23

Category : Business & Economics

ISBN : 3658284218

Get eBook

Book Description

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study. ​About the Author: Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.



Handbook of Research on Technology Applications for Effective Customer Engagement

Author : Mohd Suki, Norazah

Publisher : IGI Global

Page : 391 pages

File Size : 18,63 MB

Release : 2020-09-04

Category : Business & Economics

ISBN : 179984773X

Get eBook

Book Description

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.



Trends and Applications in Software Engineering

Author : Jezreel Mejia

Publisher : Springer

Page : 316 pages

File Size : 37,88 MB

Release : 2017-10-18

Category : Technology & Engineering

ISBN : 3319693417

Get eBook

Book Description

This book includes a selection of papers from the 2017 International Conference on Software Process Improvement (CIMPS’17), presenting trends and applications in software engineering. Held from 18th to 20th October 2017 in Zacatecas, Mexico, the conference provided a global forum for researchers and practitioners to present and discuss the latest innovations, trends, results, experiences and concerns in various areas of software engineering, including but not limited to software processes, security in information and communication technology, and big data. The main topics covered are organizational models, standards and methodologies, software process improvement, knowledge management, software systems, applications and tools, information and communication technologies and processes in non-software domains (mining, automotive, aerospace, business, health care, manufacturing, etc.) with a demonstrated relationship to software engineering challenges.



Entertainment Science

Author : Thorsten Hennig-Thurau

Publisher : Springer

Page : 865 pages

File Size : 23,35 MB

Release : 2018-08-01

Category : Business & Economics

ISBN : 3319892924

Get eBook

Book Description

The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage – the same recipe for success that is behind the rise of firms such as Netflix and Spotify, but has also fueled Disney’s recent success. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, the authors identify essential factors, mechanisms, and methods that help a new entertainment product succeed. The book thus offers a timely alternative to “Nobody-Knows” decision-making in the digital era: while coupling a good idea with smart data analytics and entertainment theory cannot guarantee a hit, it systematically and substantially increases the probability of success in the entertainment industry. Entertainment Science is poised to inspire fresh new thinking among managers, students of entertainment, and scholars alike. Thorsten Hennig-Thurau and Mark B. Houston – two of our finest scholars in the area of entertainment marketing – have produced a definitive research-based compendium that cuts across various branches of the arts to explain the phenomena that provide consumption experiences to capture the hearts and minds of audiences. Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University Entertainment Science is a must-read for everyone working in the entertainment industry today, where the impact of digital and the use of big data can’t be ignored anymore. Hennig-Thurau and Houston are the scientific frontrunners of knowledge that the industry urgently needs. Michael Kölmel, media entrepreneur and Honorary Professor of Media Economics at University of Leipzig Entertainment Science’s winning combination of creativity, theory, and data analytics offers managers in the creative industries and beyond a novel, compelling, and comprehensive approach to support their decision-making. This ground-breaking book marks the dawn of a new Golden Age of fruitful conversation between entertainment scholars, managers, and artists. Allègre Hadida, Associate Professor in Strategy, University of Cambridge