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Author: Wang, Cheng Lu
Publisher: IGI Global
Published: 2014-06-30
Total Pages: 353
ISBN-13: 1466662433
DOWNLOAD EBOOK"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.
Author:
Publisher:
Published: 2014
Total Pages: 331
ISBN-13: 9781466662452
DOWNLOAD EBOOKThis book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies
Author: Chenglu Wang
Publisher:
Published: 2014
Total Pages: 0
ISBN-13: 9781466662445
DOWNLOAD EBOOK"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--
Author: Rajagopal
Publisher: Springer Nature
Published: 2019-09-25
Total Pages: 302
ISBN-13: 3030249336
DOWNLOAD EBOOKGlobalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.
Author: Ekhlassi, Amir
Publisher: IGI Global
Published: 2018-01-12
Total Pages: 198
ISBN-13: 1522551441
DOWNLOAD EBOOKTo 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.
Author: Himadri Roy Chaudhuri
Publisher: Springer Nature
Published: 2020-05-13
Total Pages: 312
ISBN-13: 9811545146
DOWNLOAD EBOOKThis book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices. This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity.
Author: S. Singh
Publisher: Springer
Published: 2008-03-03
Total Pages: 273
ISBN-13: 023061101X
DOWNLOAD EBOOKThis book highlights current business practices in the emerging markets of China, Ghana, India, Kenya, Nigeria and UAE, and explains how global competition has created a culture of competitiveness and an era of consumerism. The region-specific issues, tested theories, and empirical evidence make the book of value to both researchers and managers.
Author: Hemant Merchant
Publisher: Edward Elgar Publishing
Published: 2016-03-25
Total Pages: 412
ISBN-13: 1782546367
DOWNLOAD EBOOKThe Handbook brings together leading scholars in international business as well as other disciplines to contribute state-of-the-art thinking on emerging markets. The volume extends theoretical and conceptual thinking, looks at operational practices and their implications and provides a research agenda to move the field forward. Contributors include a mix of new and established authors from around the world, for a diverse and current set of scholarly perspectives on emerging markets. Combining academic and operationally focused chapters, they offer a multifaceted, in-depth look at specific geographies and functional areas to enrich our understanding of emerging markets. This energetic and varied look at a burgeoning field will be an invaluable resource for academics and for students at the post-doctoral, PhD and MBA levels.
Author: Takhar-Lail, Amandeep
Publisher: IGI Global
Published: 2014-08-31
Total Pages: 326
ISBN-13: 1466663723
DOWNLOAD EBOOKHuman inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.
Author: Cheng Lu Wang
Publisher: Springer Nature
Published: 2023-01-25
Total Pages: 1070
ISBN-13: 3031149610
DOWNLOAD EBOOKInteractive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system. This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices. Chapter 41 “Ethical Considerations in Gamified Interactive Marketing Praxis” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.
