Research Frontiers on the International Marketing Strategies of Chinese Brands,
Автор: Giuseppe Granata Название: Predicting trends and building strategies for consumer engagement in retail environments / ISBN: 1522578560 ISBN-13(EAN): 9781522578567 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 239310.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts and schedules are not possible, and more research is needed to explore today’s consumer profile and set the frameworks for future recovery strategies. Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments is a pivotal reference source that provides practical insights into improving the understanding of complex retail environments and consumer shopping behaviors in order to predict trends and develop strategies for retailers in times of economic crisis. While highlighting topics such as consumer engagement, industry models, and market globalization, this publication explores qualitative and quantitative methods of interest and the multidisciplinary approaches revolving around the industry. This book is ideally designed for marketers, managers, practitioners, retail professionals, academicians, researchers, and students seeking current research on relationship marketing, digital marketing, service management, and complexity theories.
Автор: Yang Kenneth C. C. Название: Multi-Platform Advertising Strategies in the Global Marketplace ISBN: 1522531149 ISBN-13(EAN): 9781522531142 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 199590.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.
Автор: Manuela Epure, Lorena Clara Mihaes Название: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes ISBN: 1522557784 ISBN-13(EAN): 9781522557784 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 199590.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience.The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Автор: Muhammad Sabbir Rahman, Mahmud Habib Zaman, Md Afnan Hossain Название: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities ISBN: 1522578919 ISBN-13(EAN): 9781522578918 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 150610.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies.Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.
Автор: Janell NaKia Harvey Название: Localizing Global Marketing Strategies: Emerging Research and Opportunities ISBN: 1799809587 ISBN-13(EAN): 9781799809586 Издательство: Mare Nostrum (Eurospan) Цена: 107190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.
Автор: Janell NaKia Harvey Название: Localizing Global Marketing Strategies: Emerging Research and Opportunities ISBN: 1799809579 ISBN-13(EAN): 9781799809579 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 130290.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs.
Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.
Автор: Ree C. Ho Название: Strategies and Tools for Managing Connected Consumers ISBN: 1522596984 ISBN-13(EAN): 9781522596981 Издательство: Mare Nostrum (Eurospan) Цена: 205130.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Through the growing penetration of new technologies, online consumers can now share and collaborate amongst themselves while shopping online. As they receive information about products from media exposure and their collaboration with other consumers, it is critical for businesses to understand the social impact and influence of social and mobile commerce and how it can affect consumer habits. Strategies and Tools for Managing Connected Consumers provides emerging research exploring the techniques and impacts of new technologies deployed in today's digital marketplace as well as recent development and empirical research on consumer behavior. Featuring coverage on a broad range of topics such as social computing, virtual communities, and consumer management, this book is ideally designed for professionals, researchers, business managers, and students who want to improve their understanding of new strategies for conducting online business in networked environments.
Автор: Ree C. Ho Название: Strategies and Tools for Managing Connected Consumers ISBN: 1522596976 ISBN-13(EAN): 9781522596974 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 267960.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Through the growing penetration of new technologies, online consumers can now share and collaborate amongst themselves while shopping online. As they receive information about products from media exposure and their collaboration with other consumers, it is critical for businesses to understand the social impact and influence of social and mobile commerce and how it can affect consumer habits. Strategies and Tools for Managing Connected Consumers provides emerging research exploring the techniques and impacts of new technologies deployed in today's digital marketplace as well as recent development and empirical research on consumer behavior. Featuring coverage on a broad range of topics such as social computing, virtual communities, and consumer management, this book is ideally designed for professionals, researchers, business managers, and students who want to improve their understanding of new strategies for conducting online business in networked environments.
Автор: Hubschmid, Elena Название: Shaping efficient employer branding strategies to target generation y ISBN: 3034312466 ISBN-13(EAN): 9783034312462 Издательство: Peter Lang Рейтинг: Цена: 95500.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book summarises findings on Generation Y that continue to shape intercultural management research. It delivers insights into the research design of the study and presents the results of hypothesis tests with regard to the importance of 19 employer brand attributes for 459 Swiss and Russian graduates in economics and business administration
Автор: Wilson Ozuem, Yllka Azemi Название: Digital Marketing Strategies for Fashion and Luxury Brands ISBN: 1522526978 ISBN-13(EAN): 9781522526971 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 204210.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: "This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe"--
Автор: Fournier Susan Название: Strong Brands Strong Relationships ISBN: 1138786837 ISBN-13(EAN): 9781138786837 Издательство: Taylor&Francis Рейтинг: Цена: 59190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Strong Brands, Strong Relationships is a new collection of innovative research and practitioner insights which builds on the foundations of the first book, but with darker themes at its centre: an exploration of the destructive and dysfunctional aspects of our complex relationships with brands.
Автор: Gbadamosi, Ayantunji Название: Young consumer behaviour ISBN: 0415790093 ISBN-13(EAN): 9780415790093 Издательство: Taylor&Francis Рейтинг: Цена: 40820.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.
Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.
Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.
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