Author: Kaufmann, Hans-Ruediger
Publisher: IGI Global
ISBN: 1466665483
Category : Business & Economics
Languages : en
Pages : 764
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Book Description
In recent years, all types of businesses have increasingly focused on the importance of the relationship with the customer. Customer knowledge management has become a well-known term used in the business and academic worlds for understanding how to control consumer behavior. The Handbook of Research on Managing and Influencing Consumer Behavior discusses the importance of understanding and implementing customer knowledge management and customer relationship management into everyday business workflows. This comprehensive reference work highlights the changes that the Internet and social media have brought to consumer behavior, and is of great use to marketers, businesses, academics, students, researchers, and professionals.
Author: Palma-Ruiz, Jesús Manuel
Publisher: IGI Global
ISBN: 1799822710
Category : Business & Economics
Languages : en
Pages : 539
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Book Description
The literature on family business has developed significantly over the last years. However, efforts remain to summarize and systematize the main aspects that affect the behavior of this type of company. In this regard, the topic of strategic management has been developed. In this sense, it is especially important to recognize how the family decisively influences the behavior of the company and also to identify how the existence of the company affects family dynamics. Those who manage family businesses, whether family or not, must reconcile both perspectives (business and family) in the definition of strategic objectives, allowing sustainability and continuity in this type of organization. The Handbook of Research on the Strategic Management of Family Businesses provides emerging research that covers how strategic management in the family business has been developed and identifies the objectives that sustain this strategic behavior, the main areas of analysis (family and business), the definition of strategies, and their implementation. Also, the authors of this book review the different scenarios for family firms and propose strategies to tackle the challenges and seize the possibilities to grow in a competitive and dynamic environment. Featuring coverage on a broad range of topics such as human capital, organizational leadership, and knowledge creation, this book is ideally designed for family firms, managers, advisors, consultants, policymakers, business professionals, executives, entrepreneurs, researchers, academicians, and students.
Author: Hajli, Nick
Publisher: IGI Global
ISBN: 1466683546
Category : Business & Economics
Languages : en
Pages : 462
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Book Description
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
Author: Pedeliento, Giuseppe
Publisher: IGI Global
ISBN: 1522549854
Category : Business & Economics
Languages : en
Pages : 327
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Book Description
In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.
Author: Rahman, Muhammad Sabbir
Publisher: IGI Global
ISBN: 1522578927
Category : Business & Economics
Languages : en
Pages : 185
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Book Description
The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.
Author: Harvey, Janell NaKia
Publisher: IGI Global
ISBN: 1799809595
Category : Business & Economics
Languages : en
Pages : 152
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Book Description
Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.
Author: de Sousa, Joana Coutinho
Publisher: IGI Global
ISBN: 1522548351
Category : Business & Economics
Languages : en
Pages : 211
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Book Description
A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.
Author:
Publisher:
ISBN: 9781466665507
Category :
Languages : en
Pages : 728
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Book Description
Author: Nas?r, Süphan
Publisher: IGI Global
ISBN: 1466682329
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and IT practices, companies seek innovative practices for maintaining their consumer loyalty. Customer Relationship Management Strategies in the Digital Era blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers Through chapters and case studies, this publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric. This publication is an essential reference source for researchers, professionals, managers, and upper level students interested in understanding customer loyalty in a technology-focused society.
Author: William O. Bearden
Publisher: SAGE
ISBN: 9780761910008
Category : Business & Economics
Languages : en
Pages : 568
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Book Description
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
