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Author: Ghorbani, Ali
Publisher: IGI Global
ISBN: 1466648651
Category : Business & Economics
Languages : en
Pages : 357
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Book Description
The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cyber era. This has shaped a demand for an innovative conceptual framework for the marketing industry. Marketing in the Cyber Era: Strategies and Emerging Trends brings together best practices and innovative approaches for effective marketing in todays economy. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers of marketing in profit and non-profit organizations.
Author: Ghorbani, Ali
Publisher: IGI Global
ISBN: 1466648651
Category : Business & Economics
Languages : en
Pages : 357
Get Book Here
Book Description
The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cyber era. This has shaped a demand for an innovative conceptual framework for the marketing industry. Marketing in the Cyber Era: Strategies and Emerging Trends brings together best practices and innovative approaches for effective marketing in todays economy. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers of marketing in profit and non-profit organizations.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466673583
Category : Business & Economics
Languages : en
Pages : 2254
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Book Description
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Author: Ali Ghorbani
Publisher:
ISBN: 9781466648661
Category :
Languages : en
Pages : 337
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Book Description
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: 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: Dadwal, Sumesh Singh
Publisher: IGI Global
ISBN: 1799801330
Category : Business & Economics
Languages : en
Pages : 532
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Book Description
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.
Author: Brandon Valeriano
Publisher: Oxford University Press
ISBN: 0190618108
Category : Political Science
Languages : en
Pages : 321
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Book Description
Some pundits claim cyber weaponry is the most important military innovation in decades, a transformative new technology that promises a paralyzing first-strike advantage difficult for opponents to deter. Yet, what is cyber strategy? How do actors use cyber capabilities to achieve a position of advantage against rival states? This book examines the emerging art of cyber strategy and its integration as part of a larger approach to coercion by states in the international system between 2000 and 2014. To this end, the book establishes a theoretical framework in the coercion literature for evaluating the efficacy of cyber operations. Cyber coercion represents the use of manipulation, denial, and punishment strategies in the digital frontier to achieve some strategic end. As a contemporary form of covert action and political warfare, cyber operations rarely produce concessions and tend to achieve only limited, signaling objectives. When cyber operations do produce concessions between rival states, they tend to be part of a larger integrated coercive strategy that combines network intrusions with other traditional forms of statecraft such as military threats, economic sanctions, and diplomacy. The books finds that cyber operations rarely produce concessions in isolation. They are additive instruments that complement traditional statecraft and coercive diplomacy. The book combines an analysis of cyber exchanges between rival states and broader event data on political, military, and economic interactions with case studies on the leading cyber powers: Russia, China, and the United States. The authors investigate cyber strategies in their integrated and isolated contexts, demonstrating that they are useful for maximizing informational asymmetries and disruptions, and thus are important, but limited coercive tools. This empirical foundation allows the authors to explore how leading actors employ cyber strategy and the implications for international relations in the 21st century. While most military plans involving cyber attributes remain highly classified, the authors piece together strategies based on observations of attacks over time and through the policy discussion in unclassified space. The result will be the first broad evaluation of the efficacy of various strategic options in a digital world.
Author: T. Iezzi
Publisher: Springer
ISBN: 1137510447
Category : Business & Economics
Languages : en
Pages : 213
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Book Description
The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.
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: Takhar-Lail, Amandeep
Publisher: IGI Global
ISBN: 1466663723
Category : Business & Economics
Languages : en
Pages : 326
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Book Description
Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.
