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.

Masterpieces of Swiss Entrepreneurship
Masterpieces of Swiss Entrepreneurship

Author: Jean-Pierre Jeannet

Publisher: Springer Nature

Published: 2021-04-21

Total Pages: 579

ISBN-13: 3030652874

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This open access book focuses on Switzerland-based medium-sized companies with a longstanding export tradition and a proven dominance in global niche markets. Based upon in-depth documentation and analysis of 36 Swiss companies over their entire history, an expert team of authors presents several parallels in the pathways and success factors which allowed these firms to become dominant and operate from a high-cost location such as Switzerland. The book enhances these insights by providing detailed company profiles documenting the company history, development, and how their relevant global niche positions were reached. Readers will benefit from these profiles as they compile a diverse selection of industries, mainly active within the B2B sector, with mostly mature companies (60 years to older than 100 years since founding) and different types of ownership structures including family firms. ‘Masterpieces of Swiss Entrepreneurship’ brings unique learning opportunities to owners and leaders of SMEs in Switzerland and elsewhere. Findings are based on detailed bottom-up research of 36 companies -- without any preconceived notions. The book is both conceptual and practical. It fosters understanding for different choices in development pathways and management practices. Matti Alahuhta, Chairman DevCo Partners, ex-CEO Kone, Board member of several global listed companies, Helsinki, Finland Start-up entrepreneurs need proven models from industry which demonstrate the various paths to success. “Masterpieces of Swiss Entrepreneurship” provides deep insights highlighting these models and the important trade-offs entrepreneurial teams must consider when choosing the path of high growth or of maximum control, as they are often mutually exclusive. Gina Domanig, Managing Partner, Emerald Technology Ventures, Zurich

Multisensory Flavor Perception
Multisensory Flavor Perception

Author: Betina Piqueras-Fiszman

Publisher: Woodhead Publishing

Published: 2016-04-14

Total Pages: 378

ISBN-13: 008100351X

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Multisensory Flavor Perception: From Fundamental Neuroscience Through to the Marketplace provides state-of-the-art coverage of the latest insights from the rapidly-expanding world of multisensory flavor research. The book highlights the various types of crossmodal interactions, such as sound and taste, and vision and taste, showing their impact on sensory and hedonic perception, along with their consumption in the context of food and drink. The chapters in this edited volume review the existing literature, also explaining the underlying neural and psychological mechanisms which lead to crossmodal perception of flavor. The book brings together research which has not been presented before, making it the first book in the market to cover the literature of multisensory flavor perception by incorporating the latest in psychophysics and neuroscience. Authored by top academics and world leaders in the field Takes readers on a journey from the neurological underpinnings of multisensory flavor perception, then presenting insights that can be used by food companies to create better flavor sensations for consumers Offers a wide perspective on multisensory flavor perception, an area of rapidly expanding knowledge

The Digital University
The Digital University

Author: Reza Hazemi

Publisher: Springer Science & Business Media

Published: 2012-12-06

Total Pages: 320

ISBN-13: 1447106253

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Computer supported collaboration in academia is becoming increasingly important for two reasons. Firstly, there is a drive to make the most effective use of the resources available to universities, and secondly, there is a growing belief in the pedagogical benefits of using computer support in teaching. In this volume, an international collection of authors from both academia and industry examines ways in which universities can make effective use of asynchronous collaboration. All aspects of academic life are covered, from teaching and research through to support and management. The Digital University contains a range of material, from research-oriented chapters through to the experiences of senior university management in attempting to make their institutions as efficient as they need to be to survive in the 21st century.

Building Corporate Identity, Image and Reputation in the Digital Era
Building Corporate Identity, Image and Reputation in the Digital Era

Author: T C Melewar

Publisher: Routledge

Published: 2021-07-29

Total Pages: 399

ISBN-13: 1000382214

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Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Communicating Corporate Social Responsibility in the Digital Era
Communicating Corporate Social Responsibility in the Digital Era

Author: Adam Lindgreen

Publisher: Routledge

Published: 2017-12-12

Total Pages: 474

ISBN-13: 1317150635

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Although literature on corporate social responsibility is vast, research into the use and effectiveness of various communications through digital platforms about such corporate responsibility is scarce. This gap is surprising; communicating about corporate social responsibility initiatives is vital to organizations that increasingly highlight their corporate social responsibility initiatives to position their corporate brands for both consumers and other stakeholders. Yet these organizations still sometimes rely on traditional methods to communicate, or even decide against communicating at all, because they fear triggering stakeholders’ skepticism or cynicism. A systematic, interdisciplinary examination of corporate social responsibility communication through digital platforms therefore is necessary, to establish an essential definition and up-to-date picture of the field. This research anthology addresses the above objectives. Drawing on marketing, management, and communication disciplines, among others, this anthology examines how organizations construct, implement, and use digital platforms to communicate about their corporate social responsibility and thereby achieve their organizational goals. The 21 chapters in this anthology reflect six main topic sections: Challenges and opportunities for communicating corporate social responsibility through digital platforms. Moving toward symmetry and interactivity in digital corporate social responsibility communication. Fostering stakeholder engagement in and through digital corporate social responsibility communication. Leveraging effective digital corporate social responsibility communication. Digital activism and corporate social responsibility. Digital methodologies and corporate social responsibility.

Open and Inclusive Educational Practice in the Digital World
Open and Inclusive Educational Practice in the Digital World

Author: Dirk Ifenthaler

Publisher: Springer Nature

Published: 2022-12-13

Total Pages: 250

ISBN-13: 3031185129

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This book is about inclusivity and open education in the digital age. It reports the latest data on this topic from the 2021 Cognition and Exploratory Learning in the Digital Age (CELDA) conference. This annual conference focuses on challenges pertaining to the evolution of the learning process, the role of pedagogical approaches and the progress of technological innovation, in the context of the digital age. The material in this book represents the work of both researchers and practitioners in an effort to cover both technological and pedagogical issues in ground-breaking studies. The book covers a wide array of topics examining the deployment of learning technologies, proposing pedagogical approaches and practices to address digital transformation, presenting case studies of specific technologies and contexts and overall debating the contribution of learning technologies for the improvement of the learning process and the experience of students and for the development of key competences. It represents the best work reported during CELDA 2021, comprising expanded peer reviewed chapters from best papers focusing on open education models, inclusive learning environments and adaptive as well as personalized learning support.