Reclame en verkoop

Digital Marketing Strategies for Value Co-creation

paperbackEngels9783030944469 23-3-2023

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. Meer

141,98

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Non-Fungible Tokens (NFTs)

gebondenEngels9783031072024 2-7-2022

This book focuses on the relevance of non-fungible token-based products in the current hyper-digitalized and hyper-connected world. Connecting the new NFTs’ technologies with academic literature on marketing, the authors highlight future research streams as well as strategies and factors that marketers and managers can use to promote this new type of product. Meer

50,33

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Antitrust in Data Driven Markets & Legal Framework for Influencers, Native Advertising and Control over the Use of AI in Marketing

gebondenEngels9783031074219 8-12-2022

This book gathers contributions from a broad range of jurisdictions, written by practitioners and academics alike, and offers an unparalleled comparative view of key issues in competition law, intellectual property and unfair competition law, with a specific focus on the use of personal data. Meer

276,99

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The Customer Asset

gebondenEngels9783031474200 17-12-2023

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Meer

50,33

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Fridrik Larsen

Commodity Branding

paperbackEngels9783031299681 22-6-2024

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. Meer

57,38

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Lindsey Drylie Carey

Firms in the Fashion Industry

gebondenEngels9783030762544 5-10-2021

This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. Meer

198,38

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Walter R. Paczkowski

Modern Survey Analysis

gebondenEngels9783030762667 12-9-2022

This book develops survey data analysis tools in Python, to create and analyze cross-tab tables and data visuals, weight data, perform hypothesis tests, and handle special survey questions such as Check-all-that-Apply. Meer

120,99

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Advances in Digital Marketing and eCommerce

gebondenEngels9783030765194 27-5-2021

This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics. Meer

192,99

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Advances in Digital Marketing and eCommerce

paperbackEngels9783030765224 28-5-2022

This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics. Meer

192,99

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Business and Social Media in the Middle East

paperbackEngels9783030459628 27-6-2021

This book discusses the effectiveness of Western organizations’ social media strategies in the Middle East. Social media has changed the rules of doing business, but the exact impacts vary across regions. Meer

184,28

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Włodzimierz Sroka

Perspectives on Consumer Behaviour

gebondenEngels9783030473792 27-6-2020

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. Meer

204,99

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Włodzimierz Sroka

Perspectives on Consumer Behaviour

paperbackEngels9783030473822 27-6-2021

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. Meer

204,99

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Rajagopal

Transgenerational Marketing

paperbackEngels9783030339289 3-12-2020

This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Meer

184,28

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Strategic Innovative Marketing and Tourism

gebondenEngels9783030361259 11-3-2020

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. Meer

396,99

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Strategic Innovative Marketing and Tourism

paperbackEngels9783030361280 12-3-2021

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. Meer

396,99

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Elena Candelo

Marketing Innovations in the Automotive Industry

gebondenEngels9783030159986 18-4-2019

This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. Meer

168,99

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Green Marketing and Management in Emerging Markets

gebondenEngels9783030730062 28-9-2021

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Meer

78,53

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Trevor A. Smith

Marketing Effectiveness and Accountability in SMEs

paperbackEngels9783031133992 29-9-2023

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. Meer

127,88

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Marc Helmold

Total Revenue Management

paperbackDuits9783031297724 3-6-2023

Dieses Buch befasst sich mit dem Total Revenue Management (TRM), einem aufkommenden Konzept im Revenue Management, das die bestehenden Prinzipien und Instrumente des Revenue Managements in alle Gewinnbereiche einbezieht. Meer

62,67

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Fridrik Larsen

Commodity Branding

gebondenEngels9783031299650 22-6-2023

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. Meer

57,38

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