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Author: Bowen, Gordon
Publisher: IGI Global
ISBN: 1522573453
Category : Business & Economics
Languages : en
Pages : 492
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Book Description
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
Author: Bowen, Gordon
Publisher: IGI Global
ISBN: 1522573453
Category : Business & Economics
Languages : en
Pages : 492
Get Book Here
Book Description
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
Author: Gordon Bowen
Publisher:
ISBN: 9781466665989
Category :
Languages : en
Pages : 406
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Book Description
"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage".
Author: Shruti Arora
Publisher: CRC Press
ISBN: 1000369439
Category : Business & Economics
Languages : en
Pages : 402
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Book Description
Events, including repeat annual events, have the unique ability to drive sustainable tourism to certain areas and regions and to generate economic benefits for local communities. The events industry has grown dramatically over the last several decades, and there has been increased participation from governments, local communities, and the private sector. This new volume offers a wide variety of research, experience, and examples of events in Asia, including business meetings and conferences, destination weddings, carnivals, food and art festivals, music festivals and concerts, cultural and traditional events, religious and spiritual gatherings, sports events, and others. The authors, from various parts of Asia, give illustrative examples of events tourism from their home countries, including India, Sri Lanka, Turkey, Malaysia, Uzbekistan, and Kyrgyzstan. The diverse perspectives are from stakeholders, travelers, researchers, academicians, professionals in the event and tourism industry, and the community. The chapters in the volume cover the changing trends in the event tourism industry, the influence and role of social media and other technology, the contribution of women in events and festivals, and the impact of event tourism in economic development on local communities. Addressing the issues, challenges, and future of event tourism and management, this new volume will be a valuable addition to the library of event professionals, hospitality and tourism researchers, community development managers, and others in Asia and elsewhere.
Author: Wilson Ozuem
Publisher: Universal-Publishers
ISBN: 1627347402
Category : Business & Economics
Languages : en
Pages : 386
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Book Description
This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.
Author: Granata, Giuseppe
Publisher: IGI Global
ISBN: 1522578579
Category : Business & Economics
Languages : en
Pages : 429
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Book Description
Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts and schedules are not possible, and more research is needed to explore todays consumer profile and set the frameworks for future recovery strategies. Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments is a pivotal reference source that provides practical insights into improving the understanding of complex retail environments and consumer shopping behaviors in order to predict trends and develop strategies for retailers in times of economic crisis. While highlighting topics such as consumer engagement, industry models, and market globalization, this publication explores qualitative and quantitative methods of interest and the multidisciplinary approaches revolving around the industry. This book is ideally designed for marketers, managers, practitioners, retail professionals, academicians, researchers, and students seeking current research on relationship marketing, digital marketing, service management, and complexity theories.
Author: Wilson Ozuem
Publisher: Springer Nature
ISBN: 303135589X
Category : Consumer behavior
Languages : en
Pages : 510
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Book Description
Zusammenfassung: This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Wilson Ozuem teaches and supervises research projects in a number of UK universities, including Anglia Ruskin University, City University of London, Warwick University, University of Birmingham and the University of Cumbria. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, and many others. Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry. She has participated in international marketing conferences and has published in national and international journals such as Journal of Fashion Marketing and Management, Management Decision, European Journal of Marketing, Journal of Business Research, and Journal of Interactive Marketing. Michelle Willis is a lecturer of digital marketing at London Metropolitan University. Her doctorate is focused on customer loyalty and engagement within online brand communities. Her research lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes. Several of her articles have been published in the journals Psychology & Marketing, Information Technology & People and Qualitative Market Research, and were presented at the American Marketing Association conference and the European Marketing Academy conference. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 179989021X
Category : Computers
Languages : en
Pages : 1865
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Book Description
Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.
Author: Wilson Ozuem
Publisher: Springer Nature
ISBN: 303070324X
Category : Business & Economics
Languages : en
Pages : 471
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Book Description
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author: Kreft, Jan
Publisher: IGI Global
ISBN: 1522591028
Category : Business & Economics
Languages : en
Pages : 333
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Book Description
The development of communication technology and the proliferation of centers that collect, interpret, and transmit information does not mean that communities have become a more transparent and enlightened environment. If anything, the pioneering research of modern communication signifies the ambiguity of individual and collective existence. Myth in Modern Media Management and Marketing is an essential reference source that discusses the analysis of the role of myth and mythical thinking in the operation of media organizations and their functioning on the media market. Featuring research on topics such as social media, brand management, and advertising, this book is ideally designed for social media analysts, media specialists, public relations managers, media managers, marketers, advertisers, students, researchers, and professionals involved with media and new media management.
Author: Annmarie Hanlon
Publisher: SAGE
ISBN: 1529788439
Category : Business & Economics
Languages : en
Pages : 425
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Book Description
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media
