Advanced Digital Marketing Strategies in a Data-Driven Era
Advanced Digital Marketing Strategies in a Data-Driven Era

Author: Saura, Jose Ramon

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 342

ISBN-13: 1799880052

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In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Technology and Innovation for Marketing
Technology and Innovation for Marketing

Author: Eleonora Pantano

Publisher: Routledge

Published: 2018-08-28

Total Pages: 252

ISBN-13: 0429837070

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Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant. In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage. Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

Information and Communication Technologies in Tourism 2021
Information and Communication Technologies in Tourism 2021

Author: Wolfgang Wörndl

Publisher: Springer Nature

Published: 2021-01-11

Total Pages: 587

ISBN-13: 303065785X

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This open access book is the proceedings of the International Federation for IT and Travel & Tourism (IFITT)’s 28th Annual International eTourism Conference, which assembles the latest research presented at the ENTER21@yourplace virtual conference January 19–22, 2021. This book advances the current knowledge base of information and communication technologies and tourism in the areas of social media and sharing economy, technology including AI-driven technologies, research related to destination management and innovations, COVID-19 repercussions, and others. Readers will find a wealth of state-of-the-art insights, ideas, and case studies on how information and communication technologies can be applied in travel and tourism as we encounter new opportunities and challenges in an unpredictable world.

The Routledge Handbook of Hotel Chain Management
The Routledge Handbook of Hotel Chain Management

Author: Maya Ivanova

Publisher: Routledge

Published: 2016-05-05

Total Pages: 567

ISBN-13: 1317618440

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Understanding the global hotel business is not possible without paying specific attention to hotel chain management and dynamics. Chains are big business, approximately 80 percent of hotels currently being constructed around the world are chain affiliated and, in 2014, the five largest brands held over a one million rooms. The high economic importance of the hotel chains and their global presence justifies the academic research in the field however, despite this, there is no uniform coverage in the current body of literature. This Handbook aids in filling the gap by exploring and critically evaluates the debates, issues and controversies of all aspects of hotel chains from their nature, fundamentals of existence and operation, expansion, strategic and operational aspects of their activities and geographical presence. It brings together leading specialists from range of disciplinary backgrounds and regions to provide state-of-the-art theoretical reflection and empirical research on current issues and future debates. Each of the five inter-related section explores and evaluates issues that are of extreme importance to hotel chain management, focusing on theoretical issues, the expansion of hotel chains, strategic and operational issues, the view point of the individual affiliated hotel and finally the current and future debates in the theory and practice of hotel chain management arising from globalisation, demographic trends, sustainability, and new technology development. It provides an invaluable resource for all those with an interest in hotel management, hospitality, tourism and business encouraging dialogue across disciplinary boundaries and areas of study. This is essential reading for students, researchers and academics of Hospitality as well as those of Tourism, Marketing, Business and Events Management.

The Emerald Handbook of Luxury Management for Hospitality and Tourism
The Emerald Handbook of Luxury Management for Hospitality and Tourism

Author: Anupama S. Kotur

Publisher: Emerald Group Publishing

Published: 2022-01-25

Total Pages: 395

ISBN-13: 1839829028

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The Emerald Handbook of Luxury Management for Hospitality and Tourism brings together global philosophies, principles and practices in luxury tourism management, exploring the changing paradigms of the upcoming post-pandemic global luxury travel market.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Marketing for Tourism and Hospitality
Marketing for Tourism and Hospitality

Author: Alan Fyall

Publisher: Routledge

Published: 2019-03-04

Total Pages: 675

ISBN-13: 1317308794

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The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.

Developing Business Strategies
Developing Business Strategies

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2001-08-27

Total Pages: 357

ISBN-13: 0471064114

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"Developing Business Strategies": Jetzt erscheint der Klassiker zur strategischen Planung in der 6. aktualisierten und überarbeiteten Auflage. Hier lernen Manager alles, was sie über interne (z.B. Finanzperformance und Portfolio) und externe Analysemethoden (zu Kunden, Konkurrenten und Marktsituation) wissen müssen. Autor David Aaker erläutert sehr ausführlich, wie man die jeweiligen Methoden zur Erstellung und Umsetzung von Wachstumsstrategien, von Strategien zur Diversifikation, Differenzierung und zur globalen Expansion erfolgreich einsetzt. Das Material wurde komplett aktualisiert und überarbeitet. Neu hinzugekommen ist ein Kapitel zur strategischen Positionierung. "Developing Business Strategies" - ein unentbehrlicher Ratgeber für die Strategieplanung im Unternehmen.

Hospitality Marketing
Hospitality Marketing

Author: Francis Buttle

Publisher: Taylor & Francis

Published: 2016-10-04

Total Pages: 435

ISBN-13: 1317403495

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This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. This 3rd Edition has been updated to include: Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing Updated online resources including: power point slides, test bank of questions, web links and additional case studies New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels New discussion questions to consolidate student learning at the end of each chapter.