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Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
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: Elena G. Popkova Publisher: Emerald Group Publishing ISBN: 1802628452 Category : Business & Economics Languages : en Pages : 313
Book Description
Game Strategies for Business Integration in the Digital Economy reveals the essence, features and benefits of various strategies for business integration in the digital economy.
Author: Wioleta Kucharska Publisher: Taylor & Francis ISBN: 1000848876 Category : Business & Economics Languages : en Pages : 159
Book Description
This edited volume provides deep insight into theoretical and empirical evidence on how digital technologies and high-tech brands are interrelated. It traces the mutual links between these two phenomena, identifies the multidimensionality of interdependencies, and shows the reader how and why new technologies are the driving factors of creation and global dissemination of high-tech brands. In this context, it also refers to various types of economic and social networks that, on the one hand, are the products of digital technologies, while on the other enforce global visibility of high-tech brands. The book contributes to the present state of knowledge, offering the reader broad evidence on how digital technologies impact the process of high-tech brands' nascence and how their growing role and global exposure influence networked economies and societies. It sets out to deliver a bridge between brand management and economical approaches to understanding how digital technologies and high-tech brands are interrelated. This multidisciplinary approach creates a complex compilation of different views and perspectives that sheds new light on the high-tech brands' phenomena of being an input and output of technology-driven economies. Technology Brands in the Digital Economy is written for scholars and researchers from a wide variety of disciplines but especially for those addressing issues of brands and economic development and growth, social development, and the role of technological progress in broadly defined socio-economic progress. It will also be an invaluable source of knowledge for graduate and postgraduate students in a variety of areas such as economic and social development, information and technology, worldwide studies, social policy, and comparative economics.
Author: Antony Young Publisher: Kogan Page Publishers ISBN: 0749451424 Category : Business & Economics Languages : en Pages : 225
Book Description
Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.
Author: Sharon McDonald Publisher: Springer Science & Business Media ISBN: 144710515X Category : Computers Languages : en Pages : 447
Book Description
Currently we are at the beginnings of widespread wireless connectivity and ubiquitous computing. The Web is merging with a variety of technologies: cell phones, laptop computers, hand held organisers, information appliances, and GPS and other sensors. The capability for access anytime and anywhere is here. The increasing frequency of cell phone calls at inappropriate times testifies that people no longer can easily control access. Devices can determine where they are located and can make a range of information available to users as well as make users available to others or their devices. We have proposed a general technique that promises to assist in mediating access. It capitalises on advantages afforded by computation(Hollan & Stometta, 1992). We first described the negotiation technique in the context of problems involved in scheduling meetings and then showed that similar issues, which at first may seem unrelated but in fact have much in common, arise in other contexts. One such activity, gaining immediate access, is currently of growing importance because of expanding connectivity via wireless technology. Cell phones and related technologies make it possible to be constantly available for synchronous interaction. At times, this can be advantageous but the associated costs and benefits result in a complex tradeoff space for designers as well as users.
Author: Mohamed Anis Bach Tobji Publisher: Springer ISBN: 3319977490 Category : Computers Languages : en Pages : 205
Book Description
This book constitutes the refereed proceedings of the Third International Conference on Digital Economy, ICDEc 2018, held in Brest, France in May 2018. The conference was founded in 2016 to discuss innovative research and projects related to the support role of Information System Technologies in the digital transformation process, business innovation and e-commerce. The 15 papers presented in this volume were carefully reviewed and selected from 41 submissions. The theme of ICDEc 2018 was “Digital Economy: Emerging Technologies and Business Innovation”. The papers were organized in topical sections named: digital marketing; e-banking and competitive intelligence; information system technologies; and e-learning, e-government and e-health.
Author: Suki, Norazah Mohd Publisher: IGI Global ISBN: 1799830438 Category : Business & Economics Languages : en Pages : 299
Book Description
With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet. Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.
Author: Wided Batat Publisher: SAGE ISBN: 1526483564 Category : Business & Economics Languages : en Pages : 318
Book Description
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Author: Zuzana Bacíková Publisher: New Horizons in Management Sciences ISBN: 9783631745458 Category : Internet marketing Languages : en Pages : 0
Book Description
This book stimulates a discussion on the changes engendered by the digital era, both in everyday life and the traditional marketing realm. It covers scientific studies and theoretical principles as well as educational purposes and practical applications of digital marketing principles, in order to improve our understanding of this domain.
Author: Dr. Robert A. Edgell
Author: Dr. Robert A. Edgell
Author: Nripendra P. Rana
Author: Elena G. Popkova
Author: Wioleta Kucharska
Author: Antony Young
Author: Sharon McDonald
Author: Mohamed Anis Bach Tobji
Author: Suki, Norazah Mohd
Author: Wided Batat
Author: Zuzana Bacíková