Author : Samanta, Irene
Publisher : IGI Global
Page : 344 pages
File Size : 22,77 MB
Release : 2014-06-30
Category : Business & Economics
ISBN : 1466662336
"This book provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis"--Provided by publisher.
Author : Bowen, Gordon
Publisher : IGI Global
Page : 428 pages
File Size : 34,75 MB
Release : 2014-10-31
Category : Business & Economics
ISBN : 1466665963
For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Author : Gómez-Suárez, Mónica
Publisher : IGI Global
Page : 656 pages
File Size : 36,79 MB
Release : 2016-06-20
Category : Business & Economics
ISBN : 1522502211
As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by wholesale and national retailers. In many cases, it becomes difficult for off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic products and loyalty to branded products. The Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy emphasizes advertising and promotional approaches being utilized, as well as consumer behavior and satisfaction in response to marketing strategies and the sensitive pricing techniques being implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between wholesalers, retailers, and private brand names following a global economic crisis, this publication is an extensive resource for researchers, graduate-students, economists, and business professionals.
Author : Tsiakis, Theodosios
Publisher : IGI Global
Page : 475 pages
File Size : 35,68 MB
Release : 2015-10-21
Category : Business & Economics
ISBN : 1466684607
Information technology has helped to facilitate the development of various marketing techniques, thus enabling a more efficient distribution of the data that are essential to business success. These advances have equipped managers with superior tools to interpret available consumer and product data and use this information as part of their strategic planning. Trends and Innovations in Marketing Information Systems features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods. Bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance, this book is an essential reference source for business professionals, managers, and researchers interested in the use of current technology to improve marketing practice.
Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1755 pages
File Size : 29,11 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 : Takhar-Lail, Amandeep
Publisher : IGI Global
Page : 326 pages
File Size : 24,55 MB
Release : 2014-08-31
Category : Business & Economics
ISBN : 1466663723
Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.
Author : Ta?k?ran, Nurdan Öncel
Publisher : IGI Global
Page : 539 pages
File Size : 19,57 MB
Release : 2015-02-28
Category : Business & Economics
ISBN : 1466681268
Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
Author : Management Association, Information Resources
Publisher : IGI Global
Page : 2254 pages
File Size : 22,14 MB
Release : 2014-12-31
Category : Business & Economics
ISBN : 1466673583
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Author : Panwar, Upendra Singh
Publisher : IGI Global
Page : 529 pages
File Size : 29,58 MB
Release : 2016-04-11
Category : Business & Economics
ISBN : 1522501444
Economic growth is directly impacted by a multitude of different industries; in recent years, the service industry has emerged as a significant contributor to the global economy. As such, the effective management of this sector has become a widely studied topic. The Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector is an authoritative reference source for the latest research on emerging methods for innovative service design and delivery, examining how growing customer expectations and global competition has influenced this industry. Featuring quality factors, marketing tools, and the effects of consumer behavior, this publication is ideally suited for researchers, professionals, and academicians actively involved in the service industry.
Author : Sarma, Sarmistha
Publisher : IGI Global
Page : 471 pages
File Size : 41,41 MB
Release : 2014-12-31
Category : Business & Economics
ISBN : 146667394X
The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.
