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This book presents the latest findings of researchers from around
the globe who presented their work at the 9th International
Conference on Strategic Innovative Marketing and Tourism in the
Covid-19 era. It provides up-to-date information and discusses
current trends, issues, and debates, as well as theoretical and
practical research, on strategic innovative marketing and tourism
and applications from social media. Topics covered include social
media in marketing and tourism hospitality, and strategic tools and
techniques developed and implemented by some of the world's leading
research labs. In addition, the book brings together work from
academia and industry.
This book covers a very broad range of topics in marketing,
communication, and tourism, focusing especially on new perspectives
and technologies that promise to influence the future direction of
marketing research and practice in a digital and innovational era.
Among the areas covered are product and brand management, strategic
marketing, B2B marketing and sales management, international
marketing, business communication and advertising, digital and
social marketing, tourism and hospitality marketing and management,
destination branding and cultural management, and event marketing.
The book comprises the proceedings of the International Conference
on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where
researchers, academics, and government and industry practitioners
from around the world came together to discuss best practices, the
latest research, new paradigms, and advances in theory. It will be
of interest to a wide audience, including members of the academic
community, MSc and PhD students, and marketing and tourism
professionals.
This book covers a very broad range of topics in marketing,
communication, and tourism, focusing especially on new perspectives
and technologies that promise to influence the future direction of
marketing research and practice in a digital and innovational era.
Among the areas covered are product and brand management, strategic
marketing, B2B marketing and sales management, international
marketing, business communication and advertising, digital and
social marketing, tourism and hospitality marketing and management,
destination branding and cultural management, and event marketing.
The book comprises the proceedings of the International Conference
on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where
researchers, academics, and government and industry practitioners
from around the world came together to discuss best practices, the
latest research, new paradigms, and advances in theory. It will be
of interest to a wide audience, including members of the academic
community, MSc and PhD students, and marketing and tourism
professionals.
This proceedings volume presents the latest on the theoretical
approach of the contemporary issues evolved in strategic marketing
and the integration of theory and practice. It highlights strategic
research and innovative activities in marketing. 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. The chapters from the proceedings of the 5th
International Conference on Strategic Innovative Marketing 2016
cover areas such as social media marketing innovation, sustainable
marketing, customer satisfaction strategies, customer relationship
management, marketing research and analytics. The papers have 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 shares their recent
contributions to the field and showcases their exchange of insights
on strategic issues in the science of innovation marketing.
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.
This proceedings volume presents the latest on the theoretical
approach of the contemporary issues evolved in strategic marketing
and the integration of theory and practice. It highlights strategic
research and innovative activities in marketing. 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. The chapters from the proceedings of the 5th
International Conference on Strategic Innovative Marketing 2016
cover areas such as social media marketing innovation, sustainable
marketing, customer satisfaction strategies, customer relationship
management, marketing research and analytics. The papers have 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 shares their recent
contributions to the field and showcases their exchange of insights
on strategic issues in the science of innovation marketing.
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.
Entrepreneurship is very important for both entrepreneurs and
economic development. It helps boost innovation and competitiveness
in every country and facilitates the creation of new jobs and new
opportunities, especially for family businesses and small and
medium enterprises (SMEs). Both entrepreneurship and innovation
constitute a subject that is both topical and timeless, since
institutions and the various institutional processes have always
affected a country's sustainability. Entrepreneurial Development
and Innovation in Family Businesses and SMEs is an essential
scholarly publication that contributes to the understanding,
improving and strengthening of entrepreneurial development, and
innovation's role in family businesses and SMEs by providing both
theoretical and applied knowledge in order to find how and why
entrepreneurship and innovation can produce inefficient and
dysfunctional outcomes. Featuring a wide range of topics such as
women entrepreneurship, internationalization, and organizational
learning, this book is ideal for researchers, policymakers,
entrepreneurs, executives, managers, academicians, and students.
Entrepreneurship is very important for both entrepreneurs and
economic development. It helps boost innovation and competitiveness
in every country and facilitates the creation of new jobs and new
opportunities, especially for family businesses and small and
medium enterprises (SMEs). Both entrepreneurship and innovation
constitute a subject that is both topical and timeless, since
institutions and the various institutional processes have always
affected a country's sustainability. Entrepreneurial Development
and Innovation in Family Businesses and SMEs is an essential
scholarly publication that contributes to the understanding,
improving and strengthening of entrepreneurial development, and
innovation's role in family businesses and SMEs by providing both
theoretical and applied knowledge in order to find how and why
entrepreneurship and innovation can produce inefficient and
dysfunctional outcomes. Featuring a wide range of topics such as
women entrepreneurship, internationalization, and organizational
learning, this book is ideal for researchers, policymakers,
entrepreneurs, executives, managers, academicians, and students.
The contemporary economic crisis is one of the biggest in the
global economy and has been forcefully applied to the real economy,
revolting in a deep recession. Globalisation has in turn
contributed to the faster transmission of the problem from country
to country. This crisis disproportionally affects countries with
small and medium development but also the medium and low social
layers and small and medium entrepreneurship within countries. The
stability of employment has fallen apart. The consequences of the
economic crisis has brought out systemic problems and distortions
in different sectors of productive activity; local communities and
prefectures are examples of places in which, experience these
consequences. The power of brands of significant value, and
businesses at the global level, have also collapsed. The economic
crisis also creates huge problems for the tourism sector which
mainly consists of small and medium enterprises in southern
European countries. This resulted in the tourist agents becoming
unable to accommodate their customers' needs. This monograph
consists of a useful tool for other and future researchers but also
for the local communities of various regions in order to be able to
design a real exit from the crisis.
This book covers a very broad range of topics in marketing,
communication, and tourism, focusing especially on new perspectives
and technologies that promise to influence the future direction of
marketing research and practice in a digital and innovational era.
Among the areas covered are product and brand management, strategic
marketing, B2B marketing and sales management, international
marketing, business communication and advertising, digital and
social marketing, tourism and hospitality marketing and management,
destination branding and cultural management, and event marketing.
The book comprises the proceedings of the International Conference
on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where
researchers, academics, and government and industry practitioners
from around the world came together to discuss best practices, the
latest research, new paradigms, and advances in theory. It will be
of interest to a wide audience, including members of the academic
community, MSc and PhD students, and marketing and tourism
professionals.
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