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Strategic Innovative Marketing - 4th IC-SIM, Mykonos, Greece 2015 (Paperback, Softcover reprint of the original 1st ed. 2017)
Loot Price: R5,855
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Strategic Innovative Marketing - 4th IC-SIM, Mykonos, Greece 2015 (Paperback, Softcover reprint of the original 1st ed. 2017)
Series: Springer Proceedings in Business and Economics
Expected to ship within 10 - 15 working days
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This book presents the latest on the theoretical approach of the
contemporary issues evolved in strategic marketing and the
integration of theory and practice. It seeks to make advancements
in the discipline by promoting strategic research and innovative
activities in marketing. The book highlights the use of data
analytics, intelligence and knowledge-based systems in this area.
In the era of knowledge-based economy, marketing has a lot to gain
from collecting and analyzing data associated with customers,
business processes, market economics or even data related to social
activities. The contributed chapters are concerned with using
modern qualitative and quantitative techniques based on information
technology used to manage and analyze business data, to discover
hidden knowledge and to introduce intelligence into marketing
processes. This allows for a focus on innovative applications in
all aspects of marketing, of computerized technologies related to
data analytics, predictive analytics and modeling, business
intelligence and knowledge engineering, in order to demonstrate new
ways of uncovering hidden knowledge and supporting marketing
decisions with evidence-based intelligent tools. Among the topics
covered include innovative tourism marketing strategies, marketing
communications in small and medium-sized enterprises (SMEs), the
use of business modeling, as well as reflecting on the marketing
trends and outlook for all transportation industry segments. The
papers in this proceedings has been written by scientists,
researchers, practitioners and students that demonstrate a special
orientation in strategic marketing, all of whom aspire to be ahead
of the curve based on the pillars of innovation. This proceedings
volume compiles their contributions to the field, highlighting the
exchange of insights on strategic issues in the science of
innovation marketing.
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