Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations
Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations

Author: Haryanto, Jony

Publisher: IGI Global

Published: 2016-08-30

Total Pages: 290

ISBN-13: 1522509941

DOWNLOAD EBOOK

To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. Analyzing Children’s Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children’s consumption behavior.

Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities
Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities

Author: Pedeliento, Giuseppe

Publisher: IGI Global

Published: 2018-02-02

Total Pages: 327

ISBN-13: 1522549854

DOWNLOAD EBOOK

In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Author: Kaufmann, Hans Ruediger

Publisher: IGI Global

Published: 2017-01-18

Total Pages: 441

ISBN-13: 1522521402

DOWNLOAD EBOOK

In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, businesses can better engage and retain current and new customers. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior is a comprehensive reference source on new innovative dimensions of consumer behavioral studies and reveals different conceptual and theoretical frameworks. Featuring expansive coverage on a number of relevant topics and perspectives, such as green products, automotive technology, and anti-branding, this book is ideally designed for students, researchers, and professionals seeking current research on the dimensions of consumer engagement and buying behavior.

Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities
Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities

Author: de Sousa, Joana Coutinho

Publisher: IGI Global

Published: 2017-12-30

Total Pages: 211

ISBN-13: 1522548351

DOWNLOAD EBOOK

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

Building Brand Equity and Consumer Trust Through Radical Transparency Practices
Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Author: Veselinova, Elena

Publisher: IGI Global

Published: 2017-07-13

Total Pages: 400

ISBN-13: 1522524185

DOWNLOAD EBOOK

The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

Exploring the Rise of Fandom in Contemporary Consumer Culture
Exploring the Rise of Fandom in Contemporary Consumer Culture

Author: Lu Wang, Cheng

Publisher: IGI Global

Published: 2017-10-31

Total Pages: 321

ISBN-13: 1522532218

DOWNLOAD EBOOK

Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.

Localizing Global Marketing Strategies: Emerging Research and Opportunities
Localizing Global Marketing Strategies: Emerging Research and Opportunities

Author: Harvey, Janell NaKia

Publisher: IGI Global

Published: 2019-10-25

Total Pages: 152

ISBN-13: 1799809595

DOWNLOAD EBOOK

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.

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Author: Rahman, Muhammad Sabbir

Publisher: IGI Global

Published: 2018-12-04

Total Pages: 185

ISBN-13: 1522578927

DOWNLOAD EBOOK

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.

Narrative Advertising Models and Conceptualization in the Digital Age
Narrative Advertising Models and Conceptualization in the Digital Age

Author: Y?lmaz, Recep

Publisher: IGI Global

Published: 2017-02-01

Total Pages: 383

ISBN-13: 152252374X

DOWNLOAD EBOOK

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Strategic Marketing Management and Tactics in the Service Industry
Strategic Marketing Management and Tactics in the Service Industry

Author: Sood, Tulika

Publisher: IGI Global

Published: 2017-03-20

Total Pages: 415

ISBN-13: 1522524762

DOWNLOAD EBOOK

Customer satisfaction is a critical factor to the potential success or failure of a business. By implementing the latest marketing strategies, organizations can better withstand the competitive market. Strategic Marketing Management and Tactics in the Service Industry is an essential reference publication that features the latest scholarly research on service strategies for competitive advantage across industries. Covering a broad range of topics and perspectives such as customer satisfaction, healthcare service, and microfinance, this book is ideally designed for students, academics, practitioners, and professionals seeking current research on best practices to build rapport with customers.