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Author: Markovic, Stefan Publisher: Edward Elgar Publishing ISBN: 1839105429 Category : Business & Economics Languages : en Pages : 448
Book Description
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
Author: Markovic, Stefan Publisher: Edward Elgar Publishing ISBN: 1839105429 Category : Business & Economics Languages : en Pages : 448
Book Description
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
Author: Rozenes, Shai Publisher: IGI Global ISBN: 1522520856 Category : Business & Economics Languages : en Pages : 507
Book Description
Value creation is a pivotal aspect of the modern business industry. By implementing these strategies into initiatives and processes, deeper alliances between customers and organizations can be established. The Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry is a comprehensive source of scholarly material on frameworks for the effective management of value co-creation in contemporary business contexts. Highlighting relevant perspectives across a range of topics, such as public relations, service-dominant logic, and consumer culture theory, this publication is ideally designed for professionals, researchers, graduate students, academics, and practitioners interested in emerging developments in the service industry.
Author: Oriol Iglesias Publisher: Taylor & Francis ISBN: 1000573583 Category : Business & Economics Languages : en Pages : 535
Book Description
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
Author: Hajli, Nick Publisher: IGI Global ISBN: 1466683546 Category : Business & Economics Languages : en Pages : 462
Book Description
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
Author: Raouf A. Rather Publisher: Edward Elgar Publishing ISBN: 180220394X Category : Business & Economics Languages : en Pages : 382
Book Description
Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.
Author: ESOMAR Publisher: John Wiley & Sons ISBN: 9780470517932 Category : Business & Economics Languages : en Pages : 654
Book Description
The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development
Author: Jaskari, Minna-Maarit Publisher: IGI Global ISBN: Category : Business & Economics Languages : en Pages : 283
Book Description
In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerged as a captivating field of study. How does the strategic integration of sounds and music contribute to constructing robust brand identities and deepening customer engagement across diverse industries and cultural contexts? Building Strong Brands and Engaging Customers With Sound traverses the diverse realms of sonic branding, examining its multifaceted applications and impact on consumer engagement. The book opens a sonic gateway into the historical evolution of sounds in branding, uncovering the roots of sonic branding and its evolution alongside technological advancements. From linguistics and verbal sound symbolism to the semiotics of sounds, the foundational chapters provide a comprehensive understanding of the multidimensionality of sound, offering a synthesis of different disciplinary approaches to sonic branding. The book explores the sonic brand identity. Chapters illuminate the nuanced process of aligning sounds with brand personality, examining the intricate dance between music and brand experience. From crafting sonic logos to curating brand soundtracks, the book offers insights into the strategic deployment of sound across various touchpoints in the customer journey, including products and packaging. This book also explores consumer perception and response by unraveling the psychological impact of music on consumers. Extensive exploration of cognitive, affective, and behavioral responses to sonic branding, coupled with insights into consumer attitudes and preferences, provides a rich tapestry of understanding. The book also examines the role of sound in enhancing consumer well-being.
Author: Kerimcan Ozcan Publisher: Elsevier ISBN: 0443301603 Category : Science Languages : en Pages : 388
Book Description
Dynamic Relationality Theory of Creative Transformation: Grounding Machinic Ecosystems in Life Experiences introduces a visionary approach to understanding the evolving relationship between technology and human experiences. It delves into the transformative potential of Machinic Generalized Intelligence (MGI), where AI and human intelligence converge harmoniously, creating a new paradigm of interactive, machinic life experiences. This book challenges the traditional tech-centric view, advocating for a life and experience-first perspective. It presents the Dynamic Relationality Theory (DRT), a novel conceptual framework that redefines our interaction with technology, emphasizing cocreative, emergent experiences over mere digital platformization.Through an interdisciplinary approach combining philosophical insights and social theories with practical applications, this book navigates the complexities of digitalized life ecosystems, employing concepts and tools from assemblage theory, category theory, sheaf theory, differential topology, and gauge theory. For readers grappling with the complexities of AI and its societal implications, this book offers clarity and direction. It provides a robust theoretical framework to understand the changing landscape of human–technology interaction. Furthermore, it integrates philosophical insights and ethical considerations into the discussion of AI and technology, providing a well-rounded perspective that aids in ethical decision-making and responsible innovation. It also delves into practical applications and future implications of AI, aiding readers in applying these concepts in real-world scenarios.By moving beyond a purely technological focus, this book equips readers with the insights needed to navigate the ethical, philosophical, and practical challenges posed by the integration of AI into daily life. A crucial resource for academics, professionals, and policymakers, this book serves as a guide to making informed decisions and fostering responsible innovation in the age of AI. - Provides a novel and holistic approach—comprehensive framework of Dynamic Relationality Theory (DRT)—to understanding the interplay between AI and human experiences, helping readers grasp the complexities of this coevolution - Uses an interdisciplinary approach which integrates philosophical, sociological, and technological perspectives, offering a multifaceted view that is crucial for a deep understanding of the subject - Focuses on ethical and societal implications, guiding readers through the moral complexities of technology integration
Author: Timothy Kuhn Publisher: Policy Press ISBN: 1529214297 Category : Business & Economics Languages : en Pages : 258
Book Description
'Corporate purpose' has become a battleground for stakeholders’ competing desires. Some argue that corporations must simply generate profit; others suggest that we must make them create social change. Leading organization studies scholar Timothy Kuhn argues that this 'either/or' thinking dramatically oversimplifies matters: today’s corporations must be many things, all at once. Kuhn offers a bold new Communicative Theory of the Firm to highlight the authority that creates corporations’ identities and activities. The theory provides a roadmap for navigating that battleground of competing desires to produce more responsive corporations. Drawing on communicative and new materialist theorizing, along with three insightful case studies, this book thoroughly redefines our understandings of what corporations are 'for'.
Author: Markovic, Stefan
Author: Markovic, Stefan
Author: Rozenes, Shai
Author: Oriol Iglesias
Author: Hajli, Nick
Author: Raouf A. Rather
Author: ESOMAR
Author: Jaskari, Minna-Maarit
Author: Kerimcan Ozcan
Author: Raouf Ahmad Rather
Author: Timothy Kuhn