The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

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. Divided into five thematic parts, the Encyclopedia thoroughly examines services from a variety of disciplinary perspectives. It provides a pedagogical state of the art review of 283 topics falling within the scope of the major streams of service studies, such as services in economic thought, services management and services innovation. Each entry describes, synthesizes and discusses the main dimensions of the given topic, highlighting key research areas and literature. This Encyclopedia will be particularly invaluable for researchers and students in the economics, sociology, political science and management fields as well as practitioners in the private and public sector. Key Features: First encyclopedia of service studies covering the key topics in the field Entries written by 241 leading scholars and practitioners from 39 different countries Fully supported by The European Association for Research on Services (RESER) Multi-disciplinary approach across the fields of economics, management, sociology, geography, but also political science and history.

Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. Referring to individuals born roughly between the mid-1990s and the early 2000s, they are our youngest consumers, students, colleagues, and voters. Understanding them is a key aspect. In the context of the hospitality and tourism, Gen Z-ers represent the future in human resources, and service production and consumption. This book focuses on the aspirations, expectations, preferences and behaviours related to individuals within this demographic. It critically discusses their dynamism in driving the tourism sector and offers insights into the roles that Gen Z will inhabit as visitors, guests, consumers, employees, and entrepreneurs. This book is a valuable resource for managers, scholars and students interested in acquiring concrete knowledge on how Gen Z will shape the marketing and management of tourism-related services.

Garry Kinder, CEO of The KBI Group says, "In Dr. Canh's book, The Building Blocks of Agency Development - A Handbook of Life Insurance Sales Management, you will find systems that work and philosophies that win throughout the pages." Indeed this handbook will help new as well as experienced professionals in life insurance sales management with basic know-how to build a successful insurance agency and ideas to enable them to unleash their leadership potential and reach the pinnacle of their management career. Not only does this book clearly describe the fundamental systems and techniques that help lay a solid foundation for a growth agency, it also shows you step by step how to apply them in your daily management responsibilities. More importantly, you will learn from this book philosophies that guide you in the right direction to develop your leadership skills so that you may lead other people to achieve greater success in helping themselves and their clients in their goal to grow and protect their wealth.

The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range of exciting marketing possibilities such as selling existing products and services more effectively, delivering truly personalized customer experiences, and potentially creating new products and services. Smart Marketing With the Internet of Things is an essential reference source that discusses the use of the internet of things in marketing, as well as its importance in enhancing the customer experience. Featuring research on topics such as augmented reality, sensor networks, and wearable technology, this book is ideally designed for business professionals, marketing managers, marketing strategists, academicians, researchers, and graduate-level students seeking coverage on the use of IoT in enhancing customer marketing outcomes.

PRAISE FOR THE INSIGHTS ADVANTAGE

..". this important work will provide the CEO with a blueprint on how to compete with smarter insights."
-Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division

"Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers."
-Thomas H. Davenport, President's Distinguished Professor, Babson College; coauthor of "Competing on Analytics and Analytics at Work"

"Marco Vriens writes with authority and personal experience on the strategic advantage of validated insights. This approach will help the bottom line for businesses and business units of all sizes."
-Christine Betts, general manager for Microsoft

"In this period of innovation anemia and marketing data overload, Marco Vriens' skillfully written book shows marketers the necessity and manner of organizing corporate business insights, which are currently all too often hidden in plain sight. Read the book, adopt the approach, and prosper."
-Simon Kooiman, CEO of Knowledge Networks

"Marco Vriens lays out a blueprint for generating business-di erentiating insights and how to pro t from those insights. This unique book should be preferred reading for business decision-makers."
-Sandra Miller, chief marketing o cer of Health Travel Technologies

"Companies are literally swimming in data, but data without insight or action is just overhead. Marco Vriens unlocks some of the mysteries of how companies can turn raw data into insight for nancial gain. The principles in this book can bring a big advantage to your company "
-Tom Markert, senior vice president of marketing for The Home Depot

"Finally, someone who possesses deep insight on insight has created a framework to help businesses extract, capture and manage insights. "The Insights Advantage" is the essential primer on business insight."
-Daryl Travis, CEO of BrandTrust

Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies.Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook on Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners. The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention. Contributors: M. Bose, T. Boyd, S. Cadwallader, G. Deitz, J.A. Garretson Folse, D.D. Gremler, T.W. Gruen, E. Gummesson, K.P. Gwinner, J.D. Hansen, B.B. Holloway, M.J. Howley Jr., R. Lacey, S. Lampo, K. Landua, K.N. Lemon, H. Majra, R.W. Palmatier, J.T. Parish, R.D. Raggio, S.A. Samaha, R. Saxena, J.N. Sheth, M. Sinha, A. Thomas, P.C. Verhoef, A.G. Walz, S. Wang

To date, a plethora of companies and organizations are investing vast amounts of money on the latest technologies. Information technology can be used to improve market share, profits, sales, competitive advantage, and customer/employee satisfaction. Unfortunately, the individuals meant to use these technologies are not well equipped on how to effectively and efficiently use these tools for competitive advantage and decision making. The Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making is a collection of innovative research relevant to the methodologies, theoretical frameworks, and latest empirical research findings in information technology applications, strategic competitive advantage, and decision making. While highlighting topics including agility, knowledge management, and business intelligence, this book is ideally designed for information technology professionals, academics, researchers, managers, executives, and government officials interested in using information technology for strategic competitive advantage and better decision making.

This book analyzes the changing dynamics of competition and the emergence of deglobalization trends and processes. The authors begin by explaining the role of technology on globalization and its impact on competitive strategy. Then, they present a theoretical framework that outlines the connection between globalization and modern society. The book also delves into the shift toward deglobalization and addresses how the onset of the COVID-10 pandemic has accelerated the process. Concluding with a discussion of how the 4th Industrial Revolution has resulted in new paradigms for business, this book will fill a gap through its investigation of an emerging concept for scholars in international business.

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.