Marketing and Advertising in the Online-to-Offline (O2O) World
Marketing and Advertising in the Online-to-Offline (O2O) World

Author: Dinana, Hesham Osama

Publisher: IGI Global

Published: 2022-10-28

Total Pages: 332

ISBN-13: 1668458462

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The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Changing World Economic Order in the Post-Pandemic Period
Changing World Economic Order in the Post-Pandemic Period

Author: Mahapatra, Sushanta Kumar

Publisher: IGI Global

Published: 2023-06-02

Total Pages: 325

ISBN-13: 1799868982

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Post COVID-19, the world will never be the same. The pandemic not only shattered many assumptions about economic developments and growth, but it also challenged our preparedness to face any unpredictable challenge as a human civilization in an era where science and technology is at its peak. To suppress the spread of COVID-19, many countries resorted to partial or full closure of their borders and restricted the movement of people. Mandatory quarantine restricted labor mobility and workplace closure, which later converted into supply shocks in the economy, as these measures impaired the economy’s production capacity, disrupting supplies. This later spilled over to the demand side as people were locked down in their homes and workers were laid off and lost income. This disruption posed many new challenges for policymakers to formulate appropriate macroeconomic policy responses and also provided them the opportunity to ponder upon the preparedness of countries in terms of health facilities, appropriately compensating human resources, how to cushion immediate and severe economic shocks, and how to maintain the livelihood of the society as a whole. Changing World Economic Order in the Post-Pandemic Period provides scientific knowledge of the current economic scenarios across the globe with a comprehensive overview of the pandemic and regional initiatives, trends of trade and development, and approaches to overcome obstacles of globalization and the impacts on global trade and economic development in light of the pandemic. The chapters present tangible solutions and attainable perspectives for fighting a battle against the pandemic while keeping the morale of the people and economy high. Highlighted topics include post-pandemic economic development, public policy in emergency situations, socio-economic impacts on enterprises, risk governance, and impacts of COVID-19. This book is ideally intended for university students, researchers, policymakers, economic actors, economists, practitioners, stakeholders, government officials, academicians, and anyone interested in the impact of a pandemic on the global economy and how to deal with such issues in the future.

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Author: Miguélez-Juan, Blanca

Publisher: IGI Global

Published: 2023-01-09

Total Pages: 463

ISBN-13: 1668439727

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In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Author: Gupta, Monika

Publisher: IGI Global

Published: 2022-12-09

Total Pages: 317

ISBN-13: 1668458993

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Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.

Handbook of Research on the Interplay Between Service Quality and Customer Delight
Handbook of Research on the Interplay Between Service Quality and Customer Delight

Author: Sarma, Sarmistha

Publisher: IGI Global

Published: 2023-01-31

Total Pages: 462

ISBN-13: 1668458551

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Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the factors leading to satisfaction; however, within the past few years, scholars have proved that satisfaction is not sufficient to leave a strong mark in the minds of the customers. Service quality and customer delight have been the buzzwords in the business world in recent times as scholars have proven that customer delight is the key to customer retention. The Handbook of Research on the Interplay Between Service Quality and Customer Delight considers how companies around the world in a cross-cultural environment are dealing with service quality and customer delight and proposes a global outlook on the current trends, tactics, and opportunities. Covering key topics such as buyer funnels, consumer dissonance, and digital solutions, this reference work is ideal for business owners, managers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Global Marketing Management
Global Marketing Management

Author: Masaaki (Mike) Kotabe

Publisher: John Wiley & Sons

Published: 2022-10-04

Total Pages: 802

ISBN-13: 111988876X

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An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility

China's Mobile Economy
China's Mobile Economy

Author: Winston Ma

Publisher: John Wiley & Sons

Published: 2016-11-07

Total Pages: 284

ISBN-13: 1119127246

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Explore the world-changing digital transformation in China China's Mobile Economy: Opportunities in the Largest and Fastest Information Consumption Boom is a cutting-edge text that spotlights the digital transformation in China. Organised into three major areas of the digital economy within China, this ground-breaking book explores the surge in e-commerce of consumer goods, the way in which multi-screen and mobile Internet use has increased in popularity, and the cultural emphasis on the mobile Internet as a source of lifestyle- and entertainment-based content. Targeted at the global business community, this lucid and engaging text guides business leaders, investors, investment banking professionals, corporate advisors, and consultants in grasping the challenges and opportunities created by China's emerging mobile economy, and its debut onto the global stage. Year 2014-15 marks the most important inflection point in the history of the internet in China. Almost overnight, the world’s largest digitally-connected middle class went both mobile and multi-screen (smart phone, tablets, laptops and more), with huge implications for how consumers behave and what companies need to do to successfully compete. As next-generation mobile devices and services take off, China’s strength in this arena will transform it from a global “trend follower” to a “trend setter.” Understand what the digital transformation in China is, and impact on global capital markets, foreign investors, consumer companies, and the global economy as a whole Explore the e-commerce consumption boom in the context of the Chinese market Understand the implications of the multi-screen age and mobile Internet for China's consumers See how mobile Internet use, its focus on lifestyle and entertainment is aligned with today's Chinese culture Learn about the mobile entertainment habits of China’s millennial generation and the corresponding new advertisement approaches The development of China’s mobile economy is one of the most important trends that will reshape the future of business, technology and society both in China and the world. China's Mobile Economy: Opportunities in the Largest and Fastest Information Consumption Boom introduces you to the digital transformation in China, and explains how this transformation has the potential to transform both China and the global consumer landscape.

Marketing 6.0
Marketing 6.0

Author: Philip Kotler

Publisher: John Wiley & Sons

Published: 2023-12-12

Total Pages: 262

ISBN-13: 1119835216

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Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Readers will learn about: The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

An Introduction to Industrial Service Design
An Introduction to Industrial Service Design

Author: Satu Miettinen

Publisher: Routledge

Published: 2016-11-10

Total Pages: 167

ISBN-13: 1317181743

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Service design has established itself as a practice that enables industries to design and deliver their services with a human-centred approach. It creates a contextual and cultural understanding that offers opportunities for new service solutions, improving the user experience and customer satisfaction. With contributions from leading names in the field of service design from both academia and international, professional practice, An Introduction to Industrial Service Design is engaging yet practical and accessible. Case studies from leading companies such as ABB, Autodesk, Kone and Volkswagen enable readers to connect academic research with practical company applications, helping them to understand the basic processes and essential concepts. This book illustrates the role of the service designer in an industrial company, and highlights not only the value of customer experience, but also the value of employee experience in creating competitive services and value propositions. This human-centred approach brings about new innovations. This book will be of benefit to engineers, designers, businesses and communication experts working in industry, as well as to students who are interested in service development.