Cases on Branding Strategies and Product Development: Successes and Pitfalls
Cases on Branding Strategies and Product Development: Successes and Pitfalls

Author: Sarma, Sarmistha

Publisher: IGI Global

Published: 2014-12-31

Total Pages: 471

ISBN-13: 146667394X

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The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.

Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities
Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

Author: Ekhlassi, Amir

Publisher: IGI Global

Published: 2018-01-12

Total Pages: 198

ISBN-13: 1522551441

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To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.

Customer Relationship Management Strategies in the Digital Era
Customer Relationship Management Strategies in the Digital Era

Author: Nas?r, Süphan

Publisher: IGI Global

Published: 2015-03-31

Total Pages: 340

ISBN-13: 1466682329

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In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and IT practices, companies seek innovative practices for maintaining their consumer loyalty. Customer Relationship Management Strategies in the Digital Era blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers Through chapters and case studies, this publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric. This publication is an essential reference source for researchers, professionals, managers, and upper level students interested in understanding customer loyalty in a technology-focused society.

Indian Business @75—Different Aspects
Indian Business @75—Different Aspects

Author: Sahana Ghosh

Publisher: Allied Publishers

Published: 2022-11-30

Total Pages: 136

ISBN-13: 9390951283

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The Indian economy is at a crossroad. The 75-year journey has created the economic infrastructure for a take-off to a new trajectory. Indian businesses are going global and Indian consumers are getting exposed to global products. Revolutionary changes in technological, cultural, political and social behaviour of Indians have made companies rethink the ways of conducting business and managing organizations. Businesses are transforming digitally and in the way they conduct day-to-day functions. Information has become the new capital, leading to the emergence of new organizations, institutions and business practices. At the same time, new business avenues and players have together brought to the fore concerns about equity, human development and regulatory challenges. Issues in sustainability, ethical business practices and social responsibility go hand in hand with profit maximization motives of businesses. The book comprises articles on the evolution of Indian business houses and its effect on society and humanity. The role of business in poverty reduction and other social responsibility, energy transition, rural development is discussed. It also describes the dynamic financial sector and some sunrise business areas like sports and film-making.

Handbook of Research on Integrating Social Media into Strategic Marketing
Handbook of Research on Integrating Social Media into Strategic Marketing

Author: Hajli, Nick

Publisher: IGI Global

Published: 2015-04-30

Total Pages: 462

ISBN-13: 1466683546

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To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Emerging Trends and Innovation in Sports Marketing and Management in Asia
Emerging Trends and Innovation in Sports Marketing and Management in Asia

Author: Leng, Ho Keat

Publisher: IGI Global

Published: 2015-01-31

Total Pages: 381

ISBN-13: 1466675284

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Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams. Emerging Trends and Innovation in Sports Marketing and Management in Asia brings together research and case studies to evaluate and discuss the effectiveness of current methodologies and theories in an effort to improve promotional activities and the organization of all aspects of the sports industry. This publication is an essential reference source for academicians, researchers, industry practitioners, and upper-level students interested in the theories and practices of sports marketing and management with a special focus on Asia.

Handbook of Research on Effective Advertising Strategies in the Social Media Age
Handbook of Research on Effective Advertising Strategies in the Social Media Age

Author: Ta?k?ran, Nurdan Öncel

Publisher: IGI Global

Published: 2015-02-28

Total Pages: 539

ISBN-13: 1466681268

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Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Engaging Learners with Semiotics
Engaging Learners with Semiotics

Author: Ruth Gannon-Cook

Publisher: BRILL

Published: 2020-11-09

Total Pages: 326

ISBN-13: 9004399798

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This educators’ introduction to semiotics describes a communications phenomenon that has permeated and influenced learner attitudes, behaviors and cognition in any learning environment but especially formal mediated learning environments. Relevant semiotic theory is meaningfully integrated into each chapter.

Understanding Consumer Behavior and Consumption Experience
Understanding Consumer Behavior and Consumption Experience

Author: Rajagopal

Publisher: IGI Global

Published: 2015-01-31

Total Pages: 319

ISBN-13: 1466675195

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Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher