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Author: Álvaro Rocha
Publisher: Springer Nature
ISBN: 9813341831
Category : Technology & Engineering
Languages : en
Pages : 783
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Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Author: Shailesh Kumar Shivakumar
Publisher: John Wiley & Sons
ISBN: 1119206839
Category : Computers
Languages : en
Pages : 455
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Book Description
Provides modern enterprises with the tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques Contemporary business organizations can either embrace the digital revolution—or be left behind. Enterprise Content and Search Management for Building Digital Platforms provides modern enterprises with the necessary tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques to compete in the today’s digital world. Features include comprehensive discussions on content strategy, content key performance indicators (KPIs), mobile-first strategy, content assessment models, various practical techniques and methodologies successfully used in real-world digital programs, relevant case studies, and more. Initial chapters cover core concepts of a content management system (CMS), including content strategy; CMS architecture, templates, and workflow; reference architectures, information architecture, taxonomy, and content metadata. Advanced CMS topics are then covered, with chapters on integration, content standards, digital asset management (DAM), document management, and content migration, evaluation, validation, maintenance, analytics, SEO, security, infrastructure, and performance. The basics of enterprise search technologies are explored next, and address enterprise search architecture, advanced search, operations, and governance. Final chapters then focus on enterprise program management and feature coverage of various concepts of digital program management and best practices—along with an illuminating end-to-end digital program case study. Offers a comprehensive guide to the understanding and learning of new methodologies, techniques, and models for the creation of an end-to-end digital system Addresses a wide variety of proven best practices and deployed techniques in content management and enterprise search space which can be readily used for digital programs Covers the latest digital trends such as mobile-first strategy, responsive design, adaptive content design, micro services architecture, semantic search and such and also utilizes sample reference architecture for implementing solutions Features numerous case studies to enhance comprehension, including a complete end-to-end digital program case study Provides readily usable content management checklists and templates for defining content strategy, CMS evaluation, search evaluation and DAM evaluation Comprehensive and cutting-edge, Enterprise Content and Search Management for Building Digital Platforms is an invaluable reference resource for creating an optimal enterprise digital eco-system to meet the challenges of today’s hyper-connected world.
Author: Álvaro Rocha
Publisher: Springer Nature
ISBN: 9813341831
Category : Technology & Engineering
Languages : en
Pages : 783
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Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Author: Jamil, George Leal
Publisher: IGI Global
ISBN: 1522599940
Category : Business & Economics
Languages : en
Pages : 433
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Book Description
Driven by such tools as big data, cognitive computing, new business models, and the internet of things, the overall demand for innovation is becoming more critical for competitiveness and emerging technologies. These technologies have become real alternatives for the market and offer new perspectives for modern project management applications. The Handbook of Research on Emerging Technologies for Effective Project Management is an essential research publication that proposes innovations for firms and markets through the exploration of project management principles and methods and the effective integration of knowledge and innovation. It encompasses academic and scientific propositions, reviews for conceptual bases, applications of theories in new market solutions, and cases of successful insertion of disruptive technologies and business models in new competitive market offers. Featuring a range of topics such as innovation management, business administration, and marketing, this book is ideal for project managers, IT specialists, software developers, executives, practitioners, managers, marketers, researchers, and industry professionals.
Author: José Luís Reis
Publisher: Springer Nature
ISBN: 9811692688
Category : Technology & Engineering
Languages : en
Pages : 709
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Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Author: Annmarie Hanlon
Publisher: SAGE
ISBN: 1526454882
Category : Business & Economics
Languages : en
Pages : 483
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Book Description
An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
Author: Subba Rao Chaganti
Publisher: PharmaMed Press / BSP Books
ISBN: 938935448X
Category : Business & Economics
Languages : en
Pages : 728
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Book Description
Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport — in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play! Moreover, when work becomes play, there are no goals that you cannot score!Contents: 1. Challenging Times! Changing Rules! 2. Digital Revolution 3. Digital Pharma Marketing 4. Social Media Marketing and Pharma 5. Digital Transformation
Author: Kathryn C. Montgomery
Publisher: MIT Press
ISBN: 0262263890
Category : Social Science
Languages : en
Pages : 365
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Book Description
The role that children and youth play in the emerging digital media culture; as consumers targeted by marketing campaigns, as creators of their own digital culture, and as political participants. Children and teens today have integrated digital culture seamlessly into their lives. For most, using the Internet, playing videogames, downloading music onto an iPod, or multitasking with a cell phone is no more complicated than setting the toaster oven to "bake" or turning on the TV. In Generation Digital, media expert and activist Kathryn C. Montgomery examines the ways in which the new media landscape is changing the nature of childhood and adolescence and analyzes recent political debates that have shaped both policy and practice in digital culture. The media has pictured the so-called "digital generation" in contradictory ways: as bold trailblazers and innocent victims, as active creators of digital culture and passive targets of digital marketing. This, says Montgomery, reflects our ambivalent attitude toward both youth and technology. She charts a confluence of historical trends that made children and teens a particularly valuable target market during the early commercialization of the Internet and describes the consumer-group advocacy campaign that led to a law to protect children's privacy on the Internet. Montgomery recounts—as a participant and as a media scholar—the highly publicized battles over indecency and pornography on the Internet. She shows how digital marketing taps into teenagers' developmental needs and how three public service campaigns—about sexuality, smoking, and political involvement—borrowed their techniques from commercial digital marketers. Not all of today's techno-savvy youth are politically disaffected; Generation Digital chronicles the ways that many have used the Internet as a political tool, mobilizing young voters in 2004 and waging battles with the music and media industries over control of cultural expression online. Montgomery's unique perspective as both advocate and analyst will help parents, politicians, and corporations take the necessary steps to create an open, diverse, equitable, and safe digital media culture for young people.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
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: Hanne Knight
Publisher: Kogan Page Publishers
ISBN: 1398608882
Category : Business & Economics
Languages : en
Pages : 497
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Book Description
Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement. Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces. Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.
Author: Peri Pakroo
Publisher: Nolo
ISBN: 1413331416
Category : Business & Economics
Languages : en
Pages : 449
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Book Description
Your one-stop guide to starting a small business Want to start a business? Don't know where to begin? The Small Business Start-Up Kit shows you how to set up a small business in your state and deal with state and local forms, fees, and regulations. We'll show you how to: choose the right business structure, such as an LLC or partnership write an effective business plan pick a winning business name and protect it get the proper licenses and permits manage finances and taxes hire and manage staff, and market your business effectively, online and off. This edition is updated with the latest legal and tax rules affecting small businesses, plus social media and e-commerce trends.
