New Techniques for Brand Management in the Healthcare Sector
New Techniques for Brand Management in the Healthcare Sector

Author: Borges, Ana Pinto

Publisher: IGI Global

Published: 2021-01-29

Total Pages: 244

ISBN-13: 1799830365

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Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Author: Santos, José Duarte

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 355

ISBN-13: 1799872645

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The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

Health Care Marketing
Health Care Marketing

Author: John L. Fortenberry

Publisher: Jones & Bartlett Learning

Published: 2010

Total Pages: 337

ISBN-13: 0763763276

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Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

Operations and Supply Chain Management in the Food Industry
Operations and Supply Chain Management in the Food Industry

Author: Rahul S Mor

Publisher: Springer Nature

Published: 2022-02-23

Total Pages: 202

ISBN-13: 9811655553

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This book offers effective and competitive food supply chains that are the consequence of technological innovation, collaboration, small agri-food business cases, entrepreneurial opportunities, cold chain technology management, disruptive technologies, and performance assessment through empirical analysis, case studies, and multimethod research in the food industry. The book comprehensively covers different interfaces of the food supply chain including procurement, processing, distribution, consumer, i.e., farm to fork. It provides solutions to various challenges such as globalization, food recalls, technological innovations, and consumer trust. This book will be of interest to researchers in the areas of the food supply chain, operations management, industrial engineering as well as professionals in the agri-food and allied industry.

Building Consumer-Brand Relationship in Luxury Brand Management
Building Consumer-Brand Relationship in Luxury Brand Management

Author: Rodrigues, Paula

Publisher: IGI Global

Published: 2020-10-23

Total Pages: 318

ISBN-13: 179984370X

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Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Influencer Marketing Applications Within the Metaverse
Influencer Marketing Applications Within the Metaverse

Author: Bansal, Rohit

Publisher: IGI Global

Published: 2023-05-22

Total Pages: 353

ISBN-13: 1668489007

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The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.

Blockchain Technology and Applications for Digital Marketing
Blockchain Technology and Applications for Digital Marketing

Author: Bansal, Rohit

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 329

ISBN-13: 1799880834

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Blockchain is a digital, decentralized technology that is continually growing and making quite a mark in digital marketing. Blockchain has brought a drastic change to technology in the last few years, and it is referred to as distributed ledger technology (DLT), which makes the historical backdrop of any computerized resource unalterable and straightforward using decentralization and cryptographic hashing. Blockchain is transforming digital marketing by removing companies’ abilities to pull data from customers without also offering to reimburse them for its value. Marketers can leverage the technology’s positive attributes that customers are searching for in today’s digital landscape, both in transparency and data protection. In terms of digital marketing, blockchain is one of the most important topics for its applications in the marketing field. Blockchain Technology and Applications for Digital Marketing provides insights on blockchain technology and its applications in digital marketing. This book grants a comprehensive understanding of how this technology is functioning within modern marketing and how it can influence the future of the digital marketing industry. The chapters cover the applications of blockchain, benefits and challenges, disruptive innovations in digital marketing, privacy and security concerns, and the recent trends of blockchain in digital marketing. It is ideally intended for marketers, advertisers, brand managers, executives, managers, IT specialists and consultants, researchers, businesses, practitioners, stakeholders, academicians, and students interested in blockchain technology and its role in digital marketing.

Gastronomy, Hospitality, and the Future of the Restaurant Industry: Post-COVID-19 Perspectives
Gastronomy, Hospitality, and the Future of the Restaurant Industry: Post-COVID-19 Perspectives

Author: Pinto Borges, Ana

Publisher: IGI Global

Published: 2022-03-04

Total Pages: 322

ISBN-13: 179989150X

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Gastronomic tourism has made remarkable progress within the past decade in both academia and within its own sector. However, many industries have suffered from the COVID-19 pandemic, and food tourism businesses had to take unique precautions for the health and safety of global consumers. Despite the economic turbulence of the COVID-19 pandemic, there are many strategies available for the restaurant industry to thrive. Gastronomy, Hospitality, and the Future of the Restaurant Industry: Post-COVID-19 Perspectives presents the most recent research surrounding food and gastronomy in relation to hospitality and tourism, highlighting emerging themes and different methods of approach. Concretely, it constitutes a timely and relevant compendium of chapters that offers its readers relevant issues in gastronomy and management strategies in the hospitality industry. Covering topics such as food tourism, organic food production, and restaurant communication, this book is an essential resource for managers, business owners, entrepreneurs, consultants, marketing specialists, government officials, libraries, researchers, academicians, educators, and students.

Advances in Tourism, Technology and Systems
Advances in Tourism, Technology and Systems

Author: António Abreu

Publisher: Springer Nature

Published: 2022-06-23

Total Pages: 680

ISBN-13: 9811910405

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This book features a collection of high-quality research papers presented at the International Conference on Tourism, Technology & Systems (ICOTTS 2021), held at the University of Cartagena, in Cartagena de Indias, Colombia, from 4 to 6 November 2021. The book is divided into two volumes, and it covers the areas of technology in tourism and the tourist experience, generations and technology in tourism, digital marketing applied to tourism and travel, mobile technologies applied to sustainable tourism, information technologies in tourism, digital transformation of tourism business, e-tourism and tourism 2.0, big data and management for travel and tourism, geotagging and tourist mobility, smart destinations, robotics in tourism, and information systems and technologies.

Research Anthology on Social Media Advertising and Building Consumer Relationships
Research Anthology on Social Media Advertising and Building Consumer Relationships

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2022-05-13

Total Pages: 2012

ISBN-13: 1668462885

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Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.