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Author: Martin König Publisher: diplom.de ISBN: 3842823681 Category : Business & Economics Languages : en Pages : 113
Book Description
Inhaltsangabe:Introduction: The central topic of this master s thesis is the growing power of consumers along with the associated likelihood of their resistance. Though in the past the manufacture controlled market activity, a shifting towards the consumer can be detected nowadays. Due to ongoing developments in the online world, it can be assumed that consumers will become even more powerful in the future. In other words, consumers are incrementally gaining importance so that through resistance they will become strong enough in influencing business decisions. Thus, in the long run the possibility of achieving a balance between consumers and producers is given. In this sense, the Internet is an especially important tool for increasing the power of people. While consumers have the possibility of accessing an unlimited amount of information, they are also able to be connected on a global level which makes the exchange of information easier. According to an estimation by the International Telecommunication Union (ITU) there were 1.542 billion Internet users worldwide in 2008 which represents approximately a quarter of the world s population. Taking into consideration that the amount of users has more than doubled within 5 years - compared to 721 million users in 2003, it can be assumed that the number of people with access to the Internet will also continue to grow in the future. Moreover, new applications which have arisen in the wake of Web 2.0 especially support the development towards more powerful consumers. Thanks to the permanently growing popularity of social media incorporating social networks such as Twitter, the trade of information and data between like-minded people is much easier and quicker. Theoretically, everybody can be informed about business practices of a certain company anywhere in the world. Consequently, global companies no longer have the possibility to hide any kind of information so the whole world becomes more transparent. Looking at consumption behaviour in postmodern times it can be realized that people are starting to consume more consciously. Out of the huge amount of highly diversified goods available consumers can choose those commodities which are most suitable for representing their identity. This means that they decide in reference to their personal selection criteria which brands they will consume. Hence, in order to better evaluate goods, information is sought before consumption. Especially anti-brand sites, [...]
Author: Martin König Publisher: diplom.de ISBN: 3842823681 Category : Business & Economics Languages : en Pages : 113
Book Description
Inhaltsangabe:Introduction: The central topic of this master s thesis is the growing power of consumers along with the associated likelihood of their resistance. Though in the past the manufacture controlled market activity, a shifting towards the consumer can be detected nowadays. Due to ongoing developments in the online world, it can be assumed that consumers will become even more powerful in the future. In other words, consumers are incrementally gaining importance so that through resistance they will become strong enough in influencing business decisions. Thus, in the long run the possibility of achieving a balance between consumers and producers is given. In this sense, the Internet is an especially important tool for increasing the power of people. While consumers have the possibility of accessing an unlimited amount of information, they are also able to be connected on a global level which makes the exchange of information easier. According to an estimation by the International Telecommunication Union (ITU) there were 1.542 billion Internet users worldwide in 2008 which represents approximately a quarter of the world s population. Taking into consideration that the amount of users has more than doubled within 5 years - compared to 721 million users in 2003, it can be assumed that the number of people with access to the Internet will also continue to grow in the future. Moreover, new applications which have arisen in the wake of Web 2.0 especially support the development towards more powerful consumers. Thanks to the permanently growing popularity of social media incorporating social networks such as Twitter, the trade of information and data between like-minded people is much easier and quicker. Theoretically, everybody can be informed about business practices of a certain company anywhere in the world. Consequently, global companies no longer have the possibility to hide any kind of information so the whole world becomes more transparent. Looking at consumption behaviour in postmodern times it can be realized that people are starting to consume more consciously. Out of the huge amount of highly diversified goods available consumers can choose those commodities which are most suitable for representing their identity. This means that they decide in reference to their personal selection criteria which brands they will consume. Hence, in order to better evaluate goods, information is sought before consumption. Especially anti-brand sites, [...]
Author: Martin K”nig Publisher: Diplomica Verlag ISBN: 3842878281 Category : Business & Economics Languages : en Pages : 117
Book Description
As a consequence of the ongoing globalization, more and more corporations start to target an international audience. Accordingly, consumers have to deal with a rising number of product offers. When trying to filter only relevant information which are interesting for themselves, consumers have to decrypt at the same time what is the meaning behind the different advertising messages circulating in daily life. Consequently, it is comprehensible that people become more and more stressed as well as angry nowadays. In order to get a better understanding of contemporary consumer resistance, this study is aimed at giving an overview on this topic. Only by explaining postmodernity in detail, it is possible to show what has changed in terms of consumer culture compared to the era of modernity. This is the starting point for the investigation on consumer resistance within the underlying study. In this sense, it is shown why people develop critical attitudes and what finally makes them willing to participate. On the basis of these findings, different forms of resistance are considered. The extent to which the Internet has an influence on consumer behavior and resistance is investigated as well. After presenting how conditions for consumers have improved especially in the times of Web 2.0, the extent to which they are more willing to actively take part in consumer resistance is examined in the next step. For this purpose investigations based on real findings were examined. Reading this study people shall understand what consumer resistance means. Here included are different forms of consumer resistance as well as consumers? motivation in participating. In turn, also corporations can profit from these insights given. Here it has to be kept in mind that understanding consumers? behavior also gives marketers a great chance to profit from their critics.
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: Gregory Rich Publisher: SAGE Publications ISBN: 1071926101 Category : Business & Economics Languages : en Pages : 516
Book Description
Formerly published by Chicago Business Press, now published by Sage Written in an engaging and student-friendly manner, Sales Force Management provides a blend of cutting-edge research and practical strategies. Author Gregory A. Rich delves into the challenges faced by today′s sales managers, covering topics such as technology, globalization, and social selling, keeping your students up-to-date with the latest developments in the field.
Author: Roger J. Baran Publisher: Taylor & Francis ISBN: 1317419332 Category : Business & Economics Languages : en Pages : 457
Book Description
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.
Author: Publisher: ISBN: Category : Languages : en Pages : 100
Book Description
For more than 40 years, Computerworld has been the leading source of technology news and information for IT influencers worldwide. Computerworld's award-winning Web site (Computerworld.com), twice-monthly publication, focused conference series and custom research form the hub of the world's largest global IT media network.
Author: Faïz Gallouj Publisher: Edward Elgar Publishing ISBN: 1802202595 Category : Business & Economics Languages : en Pages : 755
Book Description
The Encyclopedia of Services is a ground-breaking resource that offers a unique overview of what constitutes the main source of wealth and employment in our contemporary economies, namely services. This title contains one or more Open Access chapters.
Author: Y?lmaz, Recep Publisher: IGI Global ISBN: 1522553584 Category : Social Science Languages : en Pages : 633
Book Description
Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.
Author: Martin König
Author: Martin König
Author: Martin K”nig
Author: Nripendra P. Rana
Author: Gregory Rich
Author: Roger J. Baran
Author: 
Author: Maria Pilar Martinez-Ruiz
Author: 
Author: Faïz Gallouj
Author: Y?lmaz, Recep