New Brand Strategies in the Digital Era. The Evolution of Consumers' Behaviour and its Influence on Traditional Brand Management PDF Download
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Author: Alena Horch
Publisher: GRIN Verlag
ISBN: 3960958366
Category : Business & Economics
Languages : en
Pages : 77
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Book Description
Brands are essential for a company. Hence, they need to be carefully developed and managed. During the last years globalisation and digitalisation have introduced many new channels for companies to connect with their customers. How has consumers' purchasing decision-making process changed in the digital era? How do consumers connect and engage with brands in the changing landscape of the digital age? How can customer loyalty be improved through digital channels? Alena Horch investigates how consumer’s behaviour changed due to digitalisation and how these changes affect traditional brand management. She focusses on the new decision-making process and on the factors that improve customer loyalty. Her book addresses CEOs and marketing managers. Keywords: - digitalisation; - digital marketing tools; - decision-making process; - Corporate Website; - Search Engine Optimization; - E-Mail marketing
Author: Alena Horch
Publisher: GRIN Verlag
ISBN: 3960958366
Category : Business & Economics
Languages : en
Pages : 77
Get Book Here
Book Description
Brands are essential for a company. Hence, they need to be carefully developed and managed. During the last years globalisation and digitalisation have introduced many new channels for companies to connect with their customers. How has consumers' purchasing decision-making process changed in the digital era? How do consumers connect and engage with brands in the changing landscape of the digital age? How can customer loyalty be improved through digital channels? Alena Horch investigates how consumer’s behaviour changed due to digitalisation and how these changes affect traditional brand management. She focusses on the new decision-making process and on the factors that improve customer loyalty. Her book addresses CEOs and marketing managers. Keywords: - digitalisation; - digital marketing tools; - decision-making process; - Corporate Website; - Search Engine Optimization; - E-Mail marketing
Author: Yoesoep Edhie Rachmad
Publisher: PT. Sonpedia Publishing Indonesia
ISBN: 6238634588
Category : Business & Economics
Languages : id
Pages : 138
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Book Description
"The Future of Influencer Marketing: Evolution of Consumer Behavior in the Digital World" offers a profound exploration of how the digital age is reshaping consumer behavior and marketing strategies. This insightful book delves into the theories explaining the evolution of buyer and seller roles and introduces the Eleven-P Marketing Concept, uniquely influenced by viral marketing. The Eleven-P framework expands upon traditional marketing principles by integrating Product, Price, Place, Promotion, People, Process, Physical Evidence, Partnerships, Personalization, Participation, and Performance. Each element is examined to illustrate how viral marketing strategies, driven by influential digital figures, can enhance engagement, build trust, and drive purchasing decisions. Key theories such as Digital Influence Theory, Network Influence Theory, Trust-Based Marketing Theory, Engagement Influence Theory, and Authenticity and Credibility Theory are explored to provide a comprehensive understanding of the digital consumer landscape. By combining these theories with practical insights, the book equips marketers and business leaders with the tools to navigate and succeed in the evolving world of digital marketing. Discover how the power of influencers and viral marketing can transform your approach to consumer engagement and drive business success in "The Future of Influencer Marketing."
Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3030886786
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
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: Correia, Ricardo Fontes
Publisher: IGI Global
ISBN: 166848353X
Category : Computers
Languages : en
Pages : 272
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Book Description
Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help “rationalize” decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception? The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.
Author: Ogechi Adeola
Publisher: Palgrave Macmillan
ISBN: 9783030886806
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Author: THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.)
Publisher:
ISBN: 9781524943820
Category :
Languages : en
Pages :
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Book Description
Author: Barbosa, Belem
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 490
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Book Description
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
Author: Teo Correia
Publisher: Redline Wirtschaft
ISBN: 3864148871
Category : Business & Economics
Languages : en
Pages : 193
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Book Description
The Fluid Consumer takes an in-depth look at how digital technologies are driving profound shifts in consumer expectations and in the consumer packaged goods industry, and it explores the implications of those shifts for business models, branding, and growth strategies. Branding in the digital world requires new practices and strategies. And, as Teo Correia explains, platform economics demonstrate how brands can leverage the power of network effects to grow. In this book, Correia builds upon the new model for digital branding: Brands as Platforms, a revolutionary way to approach and leverage digital technologies beyond e-commerce. He also provides a framework to help leaders and managers position their organizations for sustainable growth by leveraging digital technologies to engage consumers, and to optimize innovation efforts, marketing, and channel strategy development. In a nutshell, The Fluid Consumer: - Reveals how profoundly the consumer is changing in the digital era, and the ways in which consumer packaged goods companies are evolving and adapting as a result. - Develops the new model for digital branding – Brands as Platforms – a revolutionary way to approach and leverage digital technologies beyond e-commerce. - Describes the Four Pillars of Digital Growth needed to achieve digital consumer engagement and position an organization for success. - Uses case study examples to demonstrate how consumer packaged goods companies are finding new ways to position themselves and stay competitive in the face of industry transformation.
Author: Sahin, Fatih
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape, marketing scholars and practitioners find themselves grappling with the complexities of this ever-evolving terrain. The need for comprehensive insights into these facets of consumer psychology, coupled with ethical considerations in the digital realm, has become increasingly urgent. Traditional marketing strategies risk obsolescence without a deep understanding of these forces, and the lack of a unifying resource hinders the development of effective, responsible marketing practices. Globalized Consumer Insights in the Digital Era is a groundbreaking publication, crafted by leading experts in the field, which addresses the pressing issues surrounding contemporary consumer behavior. Covering diverse topics such as brand activism, AI ethics, digital retail trends, and more, this book provides a comprehensive and insightful exploration of the challenges facing marketers today. With contributions from esteemed scholars, each chapter offers a unique perspective, fostering intellectual dialogue and inspiring novel approaches to comprehend and navigate the complex interplay of factors shaping consumer attitudes.
