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With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing amounts of marketing material. This straightforward guide takes you through these new technologies and shows how to leverage them to reach new markets.
This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
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.
This book gathers high-quality research papers presented at the 6th International Conference on Advanced Computing and Intelligent Engineering (ICACIE 2021) organized by Bhubaneswar Institute of Technology, Bhubaneswar, Odisha, India, during December 23–24, 2021. It includes sections describing technical advances and the latest research in the fields of computing and intelligent engineering. Intended for graduate students and researchers working in the disciplines of computer science and engineering, the proceedings also appeal to researchers in the field of electronics, as they cover hardware technologies and future communication technologies.
Applied Marketing, 2e combines solid academic theory and practitioner experience to help students master the core concepts, gain experience applying marketing principles, and understand how top marketers operate in today's business world. By bridging the gap between marketing principles taught in the classroom and those applied by business professionals, Dan Padgett and Andrew Loos, an academic and an agency owner, offer students an insider's perspective on marketing principles. In addition, this course promotes student-centered learning with an entire chapter dedicated to marketing metrics (Chapter 13) and integrates a continuing case study on a socially conscious company, This Saves Lives, to help students apply their knowledge and develop their critical thinking skills.
This book constitutes the refereed proceedings of the 6th International Conference on Well-Being in the Information Society, WIS 2016, held in Tampere, Finland, in September 2016. The 21 revised full papers presented were carefully reviewed and selected from 42 submissions. With the core topic "Building Sustainable Health Ecosystems" WIS 2016 focused on innovations and fresh ideas in the cross-section of urban living, information society and health as understood in a wide sense. The papers presented in this volume are organized along the following seven broad topics: 1. Macro level considerations of e-health and welfare, 2.Welfare issues of children, youth, young elderly and seniors, 3. Analytics issues of eHealth and welfare, 4. National/regional initiatives in eHealth and welfare, and 5. Specific topics of eHealth. The papers in these topics span qualitative and quantitative analysis, empirical surveys, case studies as well as conceptual work.
The conference proceedings of the 8th International Conference on Sustainable Commerce through AI, Crystal-2024, likely include a collection of papers, presentations, and discussions that took place during the event. These proceedings would cover a wide range of topics related to the application of Artificial Intelligence (AI) in Commerce, reflecting the theme of "Unlock the Potential." The proceedings may include Research papers, detailed studies and findings related to AI tools and techniques in various aspects of commerce such as Marketing, Finance, Human Resource, and others. It also include paper presentation summaries of research papers presented at the conference, covering topics like AI applications, case studies, and innovative approaches in commerce. Overall, the conference proceedings would serve as a comprehensive resource for researchers, practitioners, and policymakers interested in understanding the current state and future directions of AI in commerce, providing valuable insights and inspiring further research and collaboration in this field.
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations Ð from businesses to government agencies to not-for-profit organizations Ð and the many individuals within them. Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn StateÕs Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
This book offers empirical insights on key challenges faced by the travel and tourism industries in the post-COVID-19 era. The desire to make tourism safe is gaining ground, but what does this mean? This book explores the guarantees travelers want in the postpandemic era and how individual territories are predicting and responding to these needs. It explores the role of innovation and digital solutions, assures tourists different ways of using services, both physical and digital. It considers how the commitment of smart tourist cities to technology, sustainability and accessibility is able not only to improve the quality of travelers’ tourist experience, but also the quality of life of local inhabitants. This book considers the main solutions that many destinations are already experimenting, around the world to respond to the new safety demands of travelers.
Marketing Management book explains the basic fundamentals of marketing...