The Role of Brands in an Era of Over-Information
The Role of Brands in an Era of Over-Information

Author: Correia, Ricardo Fontes

Publisher: IGI Global

Published: 2023-08-14

Total Pages: 272

ISBN-13: 166848353X

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Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help “rationalize” decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception? The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.

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.

Brand Storming
Brand Storming

Author: M. Fioroni

Publisher: Palgrave Macmillan

Published: 2008-12-12

Total Pages: 223

ISBN-13: 9781349308002

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We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

Sustainable Tourism in the Social Media and Big Data Era
Sustainable Tourism in the Social Media and Big Data Era

Author: Yoonjae Nam

Publisher: MDPI

Published: 2020-11-13

Total Pages: 290

ISBN-13: 3039433245

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• The aim of this Special Issue is to examine the current major topics concerning the use of social media and big data in sustainable tourism practices and to encourage interdisciplinary discussion among researchers regarding these issues. • This Special Issue covers all relevant areas of the debate, including 15 selected papers based on the following core ideas: smart tourism and big data, social media in the tourism industry, and online reviews and tourist behaviors. • This Special Issue discusses wide-ranging topics and research questions with regard to the smart tourism city, the impact of social media, online reviews, and tourist behaviors, and it represents a call to action for scholars to engage with broader social issues.

Decoding Branding
Decoding Branding

Author: Royce Yuen

Publisher: Routledge

Published: 2021-05-31

Total Pages: 196

ISBN-13: 1317623010

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Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.

Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Author: Michael W. Obal

Publisher: Springer

Published: 2015-12-12

Total Pages: 821

ISBN-13: 3319118153

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Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2014 Academy of Marketing Science (AMS) Annual Conference held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. The volume includes manuscripts relevant to marketing strategy, consumer behaviour, quantitative modelling, among others.

Chinese Local New Luxury Brands in a Digitally Empowered Era
Chinese Local New Luxury Brands in a Digitally Empowered Era

Author: Hongbo Lai

Publisher: Springer Nature

Published: 2021-05-20

Total Pages: 153

ISBN-13: 9811621454

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This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry.

The Digital Marketer
The Digital Marketer

Author: Larry Weber

Publisher: John Wiley & Sons

Published: 2014-04-14

Total Pages: 273

ISBN-13: 1118760816

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Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains: The ins and outs of this brave new world of digital marketing The specific techniques needed to achieve high customer engagement The modern innovations that help you outperform the competition The best targeting and positioning practices for today's digital era How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices. It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.

Computational Advertising
Computational Advertising

Author: Kushal Dave

Publisher:

Published: 2014-10-29

Total Pages: 174

ISBN-13: 9781601988324

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Computational Advertising: Techniques for Targeting Relevant Ads surveys and discusses the problems and solutions pertaining to the information retrieval, machine learning and statistics domain of Computational Advertising.