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Author: Jeff Fromm
Publisher: AMACOM
ISBN: 0814439284
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
Author: Jeff Fromm
Publisher: AMACOM
ISBN: 0814439284
Category : Business & Economics
Languages : en
Pages : 247
Get Book Here
Book Description
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
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: Michael Schudson
Publisher: Routledge
ISBN: 113666825X
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution. Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine. ‘Dispassionate, open-minded and balanced ... he conveys better than any other recent author a sense of advertising as its practitioners understand it.’ Stephen Fox, New York Times Book Review First published in 1984.
Author:
Publisher: Institute of Industry and Academic Research Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 82
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Book Description
International Journal of Academe and Industry Research (IJAIR) is an open-access refereed journal focused on the two dimensions of business research: business education and applied industry research. The interconnectedness of the industry and academic institutions needs a platform that aligns their respective research needs. From the academic perspective, the business program management and the teaching and learning had been dramatically influenced by the industry trends and needs, collaborative approaches and internationalization. From there comes the indispensable role of the industry as they become partners to the academic institutions in producing quality workforce and entrepreneurs. Along these areas are the interesting topics for academic and industry researchers.
Author: Carvalho, Luisa Cagica
Publisher: IGI Global
ISBN: 152259938X
Category : Business & Economics
Languages : en
Pages : 378
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Book Description
The international tourism industry has seen increased growth in the past few years as millions of individuals continue to travel worldwide. As one of the world’s largest economic sectors, creating jobs, driving exports, and generating prosperity worldwide, hospitality and tourism management needs to continually be explored in order to update best business models and practice. Strategic Business Models to Support Demand, Supply, and Destination Management in the Tourism and Hospitality Industry is an essential reference source that emphasizes emergent and innovative aspects and new challenges and issues within the industry with a particular focus on demand, supply, and destination management. Featuring research on topics such as circular economy, consumer behavior, and social networking, this book is ideally designed for business professionals, executives, hotel managers, event coordinators, restaurateurs, travel agents, tour directors, policymakers, government officials, industry professionals, researchers, students, and academicians.
Author: Jeff Fromm
Publisher: AMACOM
ISBN: 0814433235
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them. Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they: Value social networking and aren't shy about sharing opinions Refuse to remain passive consumers but expect to participate in product development and marketing Demand authenticity and transparency Are highly influential, swaying parents and peers Are not all alike; therefore, understanding key segments is invaluable Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1668462885
Category : Computers
Languages : en
Pages : 2012
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Book Description
Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.
Author: Saloomeh Tabari
Publisher: Goodfellow Publishers Ltd
ISBN: 1915097649
Category : Business & Economics
Languages : en
Pages : 209
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Book Description
Offers a fresh and comprehensive perspective on current and innovative topics related to consumer preferences, attitudes, perceptions and reactions in service industries and delves into the impact of contemporary trends and emerging technology, by providing a holistic view on the future of the trends and behaviour within the service sector.
Author: Joeri Van Den Bergh
Publisher: Kogan Page Publishers
ISBN: 074946805X
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.
Author: Eleonora Pantano
Publisher: Springer
ISBN: 3030126080
Category : Business & Economics
Languages : en
Pages : 118
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Book Description
By providing a comprehensive theoretical framework, this book aims to map the most relevant technologies that have the potential to reshape the retail industry. The authors demonstrate how technology is pushing innovation, and examine how smart technologies can be fruitfully applied both in-store and through digital channels. The aim of the book is to synthesise theory and practice, and provide a richer understanding of new digital opportunities offered by the ‘smart’ experience. An accessible resource for researchers who want to understand this phenomenon as part of their expertise in digital marketing and e-commerce, Smart Retailing also provides insights for practitioners who are experiencing the dramatic effects of new technologies on their retail strategies.
