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Luxury Marketing, Sustainability and Technology explores how new
technologies, sustainability and relationship marketing impact and
change the future of luxury brand management. Whilst the luxury
industry is experiencing exponential growth, further research is
vital to improve knowledge and understand how luxury management
operates in the new age of marketing. Through a range of empirical
and theoretical contributions, this book offers clear insights on
relationship marketing and luxury management. It examines the
growth of luxury, marketing strategies for luxury brands,
advertising and communication of luxury brands, AI and disruptive
technology in luxury marketing, and sustainability and
pro-environmental luxury. All the chapters close with practical
summaries and recommendations for businesses practice. This book is
a useful reference for scholars and postgraduate researchers across
luxury management and marketing, including those interested in
international marketing, social media marketing, fashion
management, as well as innovation management and sustainability.
This book offers an accessible and comprehensive introduction to
relationship marketing in franchising and retailing, especially in
areas such as business and marketing management as well as
strategic marketing. The topics this book covers include (but is
not limited to): (1) relationships in the context of e-commerce
within the franchising sector; (2) franchisees with multiple
stakeholder roles: perceptions and conflict in franchise networks;
(3) why franchisors recruit franchisees from the ranks of their
employees; (4) franchisee advisory councils and justice; and (5)
determinants of overall franchisee satisfaction. This book is ideal
for students, practitioners and professionals interested in
Relationship Marketing, Customer Services, and Marketing
Communications. The chapters in this book were originally published
as a special issue of Journal of Strategic Marketing.
Artificial intelligence (AI) has driven businesses to adopt new
business practices rapidly, enhance product development and
services, has helped to power AI-based market intelligence and
customer insights, and improve customer relationship management.
This timely book addresses the use of AI in marketing. This book
also explores the dark side of AI in marketing management and
discusses ethics and transparency of automated decision-making in
AI applications, data privacy, cyber security issues, and biases in
various facets of marketing. Emerging applications of AI such as
DeepFakes which use deep learning technology could increase risks
of manipulation and deception. Hence, apart from leveraging AI
capabilities and advantages, the book cautions the need for
prevention strategies to deal with potential issues that could
arise from the adoption of AI in marketing management. This book
will provide practical insights into the role of AI in marketing
management. It will be a useful reference for those researching
marketing and marketing professionals.
Relationship marketing builds and maintains long-term relationships
with customers through value creation and delivery. This book
examines the key principles of relationship marketing and online
relationship marketing. It looks at three main areas of
relationship marketing as understanding relationship marketing and
the continuum, the drivers and scope of relationship marketing, and
how organisations should restructure for successful relationship
marketing in the digital context. The book also addresses the
opportunities and challenges associated with the implementation of
relationship marketing in various types of organisation and
suggests different effective relationship-building strategies and
techniques for successful customer relationship management.
Digital marketing has gained ascendancy as the modern communication
method used by most organizations through its ability to transcend
geographic restrictions. Developing Digital Marketing: Relationship
Perspectives provides a holistic perspective about the role of
digital marketing in the global economy. Each chapter offers a
different perspective about the importance of digital marketing in
the knowledge economy, helping readers to understand the shift from
traditional marketing to more novel and innovative forms that are
derived from digital marketing functions. Themes explored
throughout the book include: * Service Encounters via Social Media
and Customer Relationships * Digital and Organizational
Storytelling * Artificial Intelligence and Customer Experience *
Sustainability Project Partnerships As the nature of these digital
practices is evolving Developing Digital Marketing: Relationship
Perspectives views the concept of digital marketing as now in
constant flux, with the edited chapters paving the way to a better
appreciation of how digital marketing is changing particularly
through issues such as environmental sustainability in the current
business environment.
This book addresses how Covid-19 has damaged businesses and how
businesses can adapt to the new normal. In doing so, the book
contributes to theories associated with the marketing management,
by assessing opportunities and challenges associated with the
implementation of technology and marketing management during and
post Covid-19. Although there is increasing research in consumer or
business management acceptance of new technologies and digital
marketing, the impact of these on marketing management during the
Covid-19 are not adequately investigated, leading to overstated
hypothetical predictions of its future potential. Chapters in the
book therefore focus on new economic models such as sharing economy
and business structures such as omnichannel, where advancements
have enabled firms to build a one-on-one relationship with
customers by collecting, storing, aggregating and analysing
customer information across various touchpoints. Contributions in
the book also focus on new technologies such as blockchain,
automation solution, information technology management, and
customer relationship management (CRM) in highlighting connections
between these new technologies and marketing management. The book
will be useful for anyone aiming to gain a better understanding of
the current and future technologies that may play a role or have a
robust impact on marketing management during Covid-19.
Relationship marketing builds and maintains long-term relationships
with customers through value creation and delivery. This book
examines the key principles of relationship marketing and online
relationship marketing. It looks at three main areas of
relationship marketing as understanding relationship marketing and
the continuum, the drivers and scope of relationship marketing, and
how organisations should restructure for successful relationship
marketing in the digital context. The book also addresses the
opportunities and challenges associated with the implementation of
relationship marketing in various types of organisation and
suggests different effective relationship-building strategies and
techniques for successful customer relationship management.
This book addresses how Covid-19 has damaged businesses and how
businesses can adapt to the new normal. In doing so, the book
contributes to theories associated with the marketing management,
by assessing opportunities and challenges associated with the
implementation of technology and marketing management during and
post Covid-19. Although there is increasing research in consumer or
business management acceptance of new technologies and digital
marketing, the impact of these on marketing management during the
Covid-19 are not adequately investigated, leading to overstated
hypothetical predictions of its future potential. Chapters in the
book therefore focus on new economic models such as sharing economy
and business structures such as omnichannel, where advancements
have enabled firms to build a one-on-one relationship with
customers by collecting, storing, aggregating and analysing
customer information across various touchpoints. Contributions in
the book also focus on new technologies such as blockchain,
automation solution, information technology management, and
customer relationship management (CRM) in highlighting connections
between these new technologies and marketing management. The book
will be useful for anyone aiming to gain a better understanding of
the current and future technologies that may play a role or have a
robust impact on marketing management during Covid-19.
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