Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing PDF Download
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Author: Colin Campbell
Publisher: Springer
ISBN: 3319241842
Category : Business & Economics
Languages : en
Pages : 955
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Book Description
This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. 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, complimenting 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.
Author: Colin Campbell
Publisher: Springer
ISBN: 3319241842
Category : Business & Economics
Languages : en
Pages : 955
Get Book Here
Book Description
This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. 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, complimenting 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.
Author: Kevin K Byon
Publisher: Taylor & Francis
ISBN: 1000618919
Category : Sports & Recreation
Languages : en
Pages : 323
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Book Description
This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.
Author: Johanna Gollnhofer
Publisher: Edward Elgar Publishing
ISBN: 1803926279
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments.
Author: Kaufmann, Hans Ruediger
Publisher: IGI Global
ISBN: 1522521402
Category : Business & Economics
Languages : en
Pages : 441
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Book Description
In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, businesses can better engage and retain current and new customers. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior is a comprehensive reference source on new innovative dimensions of consumer behavioral studies and reveals different conceptual and theoretical frameworks. Featuring expansive coverage on a number of relevant topics and perspectives, such as green products, automotive technology, and anti-branding, this book is ideally designed for students, researchers, and professionals seeking current research on the dimensions of consumer engagement and buying behavior.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522575022
Category : Computers
Languages : en
Pages : 2321
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Book Description
Web service technologies are redefining the way that large and small companies are doing business and exchanging information. Due to the critical need for furthering automation, engagement, and efficiency, systems and workflows are becoming increasingly more web-based. Web Services: Concepts, Methodologies, Tools, and Applications is an innovative reference source that examines relevant theoretical frameworks, current practice guidelines, industry standards and standardization, and the latest empirical research findings in web services. Highlighting a range of topics such as cloud computing, quality of service, and semantic web, this multi-volume book is designed for computer engineers, IT specialists, software designers, professionals, researchers, and upper-level students interested in web services architecture, frameworks, and security.
Author: Akel, Gökhan
Publisher: IGI Global
ISBN: 1668443821
Category : Business & Economics
Languages : en
Pages : 596
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Book Description
Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.
Author: Stephan Dahl
Publisher: SAGE
ISBN: 1526423006
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature. It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania). Online resources for this book are available here Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
Author: Santos, José Duarte
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 634
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Book Description
Todays businesses face the pressing challenge of how to effectively engage and build lasting relationships with customers in an increasingly crowded and competitive online space. Traditional marketing tactics are no longer sufficient to capture the attention and loyalty of modern consumers who demand personalized experiences and sustainable practices from the brands they support. This shifting paradigm necessitates innovative solutions that leverage cutting-edge technologies to enhance customer engagement and foster meaningful connections. Leveraging AI for Effective Digital Relationship Marketing addresses this critical dilemma by exploring the transformative potential of artificial intelligence (AI) in revolutionizing customer relationships. By harnessing the power of AI-driven strategies, businesses can gain deeper insights into individual customer behaviors and preferences, enabling them to deliver personalized interactions and anticipate customer needs with unparalleled accuracy. Through the implementation of AI-powered solutions, companies can navigate the complexities of digital marketing with confidence, positioning themselves as leaders in building sustainable and mutually beneficial relationships with their customers.
Author: Ozuem, Wilson
Publisher: IGI Global
ISBN: 1522526986
Category : Business & Economics
Languages : en
Pages : 483
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Book Description
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
Author: Łukasz Wróblewski
Publisher: MDPI
ISBN: 3039215981
Category : Social Science
Languages : en
Pages : 304
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Book Description
The connections between culture and sustainability have been in the public agenda since the 20th century. However, whilst global sustainability programmes at international institutional levels are yet to recognise the role of culture in their sustainability policies, the bid (albeit failed) in the early 2000s to formally add “culture” to the trilogy of sustainability pillars (economic, social, and environmental) mobilised a new discourse for the reframing of cultural policy narrative, which in turn urged a reassessment of methods of cultural management reflecting the same concerns among the sector’s grassroots. The idea of sustainability and culture working together and their envisioned role in future-proofing society and human development captured the imagination of cultural commentators, policy makers and practitioners alike, keen to fulfil these principles “out there”—in cultural organizations and events mega and small, in cities and regions, local and global. The papers in this Special Issue reflect this appeal. This publication covers a wide selection of issues related to sustainable cultural management, which means that it can be recommended to a varied audience. First of all, it can be recommended to managers experienced in cultural management, where success is measured more by the degree of mission accomplishment and the social benefits achieved rather than by profit. Another group comprises the employees of cultural organizations who want to improve their knowledge of sustainable cultural management. This Special Issue can also be recommended to artists, researchers, students, state and local government employees, founders and patrons of art, and all those who want to understand the importance of sustainable cultural management.
