Описание: Chapter1. Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity.- Chapter2. Between a Banker and a Barbie: The Illusions of Social Media.- Chapter3. A Longitudinal Review of Models in Marketing Research.- Chapter4. What would we Hear if we Really Listened? Using I-poems in Qualitative Marketing Research.- Chapter5. Managing Marketing Strategies for Start-Up Enterprises: Analyzing Cross-Sectional Metrics for Measuring Business Performance.- Chapter6. Effects of Environmental and Social Sustainability Perceptions on Willingness to Co-Create from Consumer Perspective.- Chapter7. Decision-Making and Interruptions.- Chapter8. Buying Authentic Luxury Products or Counterfeits: The Role of Benign and Malicious Envy.- Chapter9. Excitement or Fear? The Effect of a Personalized In-Store Experience on Consumers.- Chapter10. All Hands on Deck Special Session: Cultivating Socially Responsible Consumers and Corporations.- Chapter11. All Hands on Deck Special Session: Motivating or De-motivating Responsible Consumption? The Divergent Influences of Moral Emotions.- Chapter12. All Hands on Deck Special Session: Personifying Socially Responsible Corporations: Scale Development and Validation.- Chapter13. All Hands on Deck Special Session: How CSR and Servant Leadership Climate Affect Employee Cynicism and Work Meaning?.- Chapter14. Non-Compliance is a Double-Edged Sword.- Chapter15. A Critical Review of Institutional Theory in Marketing.- Chapter16. Does the Environmentally Friendliness of a Service Invite Customer Loyalty? The Role of Positive Emotions.- Chapter17. Extended Service Plans and Buyer Perceptions and Behaviors in Automobile Industry.- Chapter18. Special Session: "The World Needs Storytellers" New Research Avenues for Storytelling in Marketing.- Chapter19. Special Session: Measuring Salesperson Storytelling.- Chapter20. How do International Co-branding Alliances Affect Host Country Consumers' Purchase Intention?.- Chapter21. Does Model Ethnicity Matter in International Advertising? A Literature Review on Model Ethnicity and Related Topics.- Chapter22. Product Innovation Determinants and Export Performance in French and Ukrainian SMEs. Chapter23. Special Session: The (Co-)creation of Brand Heritage.- Chapter24. Special Session: Dehumanization of Robotic Assistants and Subsequent Unethical and Abusive Customer Behavior in Frontline Encounters.- Chapter25. Special Session: Rise of the Service Robots: Exploring Consumer Acceptance.- Chapter26. Exploration of the Role of Packaging Design for Multi-tier Private Brands.- Chapter27. Understanding Risk Statements within Drug Injury Advertising.- Chapter28. The Effect of Social Distance on Donations to Care versus Cure.- Chapter29. Customer Reactions to Voluntary Use of Automated Service Interactions.- Chapter30. Challenges in Usage of Unstructured Data in Marketing Decision Making.- Chapter31. An Investigation of the Effect of Retargeting on Willingness-to-Pay in Online Environments.- Chapter32. Influence of Web Design Features on Attitudes and Intentions in Travel Decision Making.- Chapter33. Virtual Reality (VR) Content is the New Reality for Destination Marketing Organizations: Investigating the Role of VR as a Destination Branding Tactic. Chapter34. Explaining Sustainable Consumption: A Theoretical and Empirical Analysis. Chapter35. Special Session: Digital Data, Security, and Platform Design: Is Marketing the Problem or Solution?.- Chapter36. It Looks Good so Let's Show it off: A Psychographic Segmentation of Instagrammers.- Chapter37. I Hate this Brand! A Classification of Brand Haters Based on their Motivations and Reactions.- Chapter38. Competitive Teamwork: Developing a Team-Based Selling Competition in an Undergraduate Professional Selling Class.- Chapter39. Special Session on Research Opportunities in Direct Selling.- Chapter40. Spe
Описание: Chapter1. Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity.- Chapter2. Between a Banker and a Barbie: The Illusions of Social Media.- Chapter3. A Longitudinal Review of Models in Marketing Research.- Chapter4. What would we Hear if we Really Listened? Using I-poems in Qualitative Marketing Research.- Chapter5. Managing Marketing Strategies for Start-Up Enterprises: Analyzing Cross-Sectional Metrics for Measuring Business Performance.- Chapter6. Effects of Environmental and Social Sustainability Perceptions on Willingness to Co-Create from Consumer Perspective.- Chapter7. Decision-Making and Interruptions.- Chapter8. Buying Authentic Luxury Products or Counterfeits: The Role of Benign and Malicious Envy.- Chapter9. Excitement or Fear? The Effect of a Personalized In-Store Experience on Consumers.- Chapter10. All Hands on Deck Special Session: Cultivating Socially Responsible Consumers and Corporations.- Chapter11. All Hands on Deck Special Session: Motivating or De-motivating Responsible Consumption? The Divergent Influences of Moral Emotions.- Chapter12. All Hands on Deck Special Session: Personifying Socially Responsible Corporations: Scale Development and Validation.- Chapter13. All Hands on Deck Special Session: How CSR and Servant Leadership Climate Affect Employee Cynicism and Work Meaning?.- Chapter14. Non-Compliance is a Double-Edged Sword.- Chapter15. A Critical Review of Institutional Theory in Marketing.- Chapter16. Does the Environmentally Friendliness of a Service Invite Customer Loyalty? The Role of Positive Emotions.- Chapter17. Extended Service Plans and Buyer Perceptions and Behaviors in Automobile Industry.- Chapter18. Special Session: "The World Needs Storytellers" New Research Avenues for Storytelling in Marketing.- Chapter19. Special Session: Measuring Salesperson Storytelling.- Chapter20. How do International Co-branding Alliances Affect Host Country Consumers' Purchase Intention?.- Chapter21. Does Model Ethnicity Matter in International Advertising? A Literature Review on Model Ethnicity and Related Topics.- Chapter22. Product Innovation Determinants and Export Performance in French and Ukrainian SMEs. Chapter23. Special Session: The (Co-)creation of Brand Heritage.- Chapter24. Special Session: Dehumanization of Robotic Assistants and Subsequent Unethical and Abusive Customer Behavior in Frontline Encounters.- Chapter25. Special Session: Rise of the Service Robots: Exploring Consumer Acceptance.- Chapter26. Exploration of the Role of Packaging Design for Multi-tier Private Brands.- Chapter27. Understanding Risk Statements within Drug Injury Advertising.- Chapter28. The Effect of Social Distance on Donations to Care versus Cure.- Chapter29. Customer Reactions to Voluntary Use of Automated Service Interactions.- Chapter30. Challenges in Usage of Unstructured Data in Marketing Decision Making.- Chapter31. An Investigation of the Effect of Retargeting on Willingness-to-Pay in Online Environments.- Chapter32. Influence of Web Design Features on Attitudes and Intentions in Travel Decision Making.- Chapter33. Virtual Reality (VR) Content is the New Reality for Destination Marketing Organizations: Investigating the Role of VR as a Destination Branding Tactic. Chapter34. Explaining Sustainable Consumption: A Theoretical and Empirical Analysis. Chapter35. Special Session: Digital Data, Security, and Platform Design: Is Marketing the Problem or Solution?.- Chapter36. It Looks Good so Let's Show it off: A Psychographic Segmentation of Instagrammers.- Chapter37. I Hate this Brand! A Classification of Brand Haters Based on their Motivations and Reactions.- Chapter38. Competitive Teamwork: Developing a Team-Based Selling Competition in an Undergraduate Professional Selling Class.- Chapter39. Special Session on Research Opportunities in Direct Selling.- Chapter40. Spe
Автор: McIntyre Charles Название: Multi-Channel Marketing, Branding and Retail Design ISBN: 178635456X ISBN-13(EAN): 9781786354563 Издательство: Emerald Рейтинг: Цена: 16260.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.
Описание: To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.
Описание: Examines the issues involved in the field of neuromarketing, including models, technologies, and methodology. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors.
Автор: Wooje Cho; Ming Fan; Michael J. Shaw; Byungjoon Yo Название: Digital Transformation: Challenges and Opportunities ISBN: 3319999354 ISBN-13(EAN): 9783319999357 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book constitutes revised selected papers from the 16th Workshop on e-Business, WeB 2017, which took place in Seoul, South Korea, in December 2017. The purpose of WeB is to provide an open forum for e-Business researchers and practitioners world-wide, to share topical research findings, explore novel ideas, discuss success stories and lessons learned, map out major challenges, and collectively chart future directions for e-Business. The WeB 2017 theme was “Digital transformation: challenges and opportunities”. The 11 papers presented in this volume were carefully reviewed and selected from 43 submissions. These are original research articles with a broad coverage of behavioral issues on consumers, citizens, businesses, industries and governments, ranging from technical to strategic issues.
Описание: The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.
Описание: In A World With A Seemingly Infinite Amount Of Content And Scores Of Methods For Consuming That Content, Marketing Communication Today Is About Appealing To Individuals, Person By Person. Effectively Appealing To Customers Requires Delivery Of Brand Experiences Built On Relevance And Recognition Of Context. Just As In Any Conversation, Delivering Relevance In Context Requires Understanding The Person One Is Speaking With And Shared Environment.Wheeler Answers The Biggest Question Facing Digital Marketers Today: "With An Ever Expanding Array Of Digital Touch Points At One'S Disposal, How Does One Deliver Content And Experiences Around One'S Brand That Build Relationships And Drives Results?" The Quick Answer To This Is "Through The Application Of Data And Analytics To Drive Highly Relevant, Contextual Targeted Content And Adaptive Experience", But Since This Answer Is Not As Easy To Achieve As It Is To Say, Architecting Experience Has Been Designed To Help Readers Develop The Understanding Of Marketing Data, Technology And Analytics Required To Make This Happen.
Описание: In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person.
Описание: An essential toolkit for social and business entrepreneurs interested in the world of rare diseases, this book presents the latest developments in the field from a global group of experts. An original and timely book, it will help to add knowledge and awareness to a vastly under-published subject.
Автор: Nasiru D. Taura; Elvira Bolat; Nnamdi O. Madichie Название: Digital Entrepreneurship in Sub-Saharan Africa ISBN: 303004923X ISBN-13(EAN): 9783030049232 Издательство: Springer Рейтинг: Цена: 19564.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This pioneering collection seeks to understand why and how some digital enterprises in Africa progress while others firms either stagnate or regress. Using a range of detailed case studies, it addresses the challenges and barriers that are in place and how some outstanding digital firms deal with operating in a hostile business environment. While digital platforms have created equal access for small businesses, many digital entrepreneurs in Africa continue to struggle with local environments replete with corruption, and other economic inefficiencies. The contributions move the debate forward by addressing the challenges, opportunities, and prospects of digital enterprise in Africa. Placing special emphasis on how African new entrant digital firms are shaping the landscape and forging a new beginning for Africa, this book offers entrepreneurial perspectives to both researchers and policy-makers seeking to support and stimulate entrepreneurship in the new era.
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