New Brand Strategies in the Digital Era. The Evolution of Consumers' Behaviour and its Influence on Traditional Brand Management
New Brand Strategies in the Digital Era. The Evolution of Consumers' Behaviour and its Influence on Traditional Brand Management

Author: Alena Horch

Publisher: GRIN Verlag

Published: 2020-04-22

Total Pages: 78

ISBN-13: 3960958366

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Brands are essential for a company. Hence, they need to be carefully developed and managed. During the last years globalisation and digitalisation have introduced many new channels for companies to connect with their customers. How has consumers' purchasing decision-making process changed in the digital era? How do consumers connect and engage with brands in the changing landscape of the digital age? How can customer loyalty be improved through digital channels? Alena Horch investigates how consumer’s behaviour changed due to digitalisation and how these changes affect traditional brand management. She focusses on the new decision-making process and on the factors that improve customer loyalty. Her book addresses CEOs and marketing managers. Keywords: - digitalisation; - digital marketing tools; - decision-making process; - Corporate Website; - Search Engine Optimization; - E-Mail marketing

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.

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.

Marketing Innovation Strategies and Consumer Behavior
Marketing Innovation Strategies and Consumer Behavior

Author: Barbosa, Belem

Publisher: IGI Global

Published: 2024-04-09

Total Pages: 490

ISBN-13:

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In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.

Digital Luxury
Digital Luxury

Author: Wided Batat

Publisher: SAGE

Published: 2019-04-29

Total Pages: 318

ISBN-13: 1526483564

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The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Globalized Consumer Insights in the Digital Era
Globalized Consumer Insights in the Digital Era

Author: Sahin, Fatih

Publisher: IGI Global

Published: 2024-03-05

Total Pages: 312

ISBN-13:

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As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape, marketing scholars and practitioners find themselves grappling with the complexities of this ever-evolving terrain. The need for comprehensive insights into these facets of consumer psychology, coupled with ethical considerations in the digital realm, has become increasingly urgent. Traditional marketing strategies risk obsolescence without a deep understanding of these forces, and the lack of a unifying resource hinders the development of effective, responsible marketing practices. Globalized Consumer Insights in the Digital Era is a groundbreaking publication, crafted by leading experts in the field, which addresses the pressing issues surrounding contemporary consumer behavior. Covering diverse topics such as brand activism, AI ethics, digital retail trends, and more, this book provides a comprehensive and insightful exploration of the challenges facing marketers today. With contributions from esteemed scholars, each chapter offers a unique perspective, fostering intellectual dialogue and inspiring novel approaches to comprehend and navigate the complex interplay of factors shaping consumer attitudes.

Impact of Digital Transformation on the Development of New Business Models and Consumer Experience
Impact of Digital Transformation on the Development of New Business Models and Consumer Experience

Author: Rodrigues, Maria Antónia

Publisher: IGI Global

Published: 2022-03-11

Total Pages: 347

ISBN-13: 179989181X

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In a highly competitive market, digital transformation with internet of things, artificial intelligence, and other innovative technological trends are elements of differentiations and are important milestones in business development and consumer interaction, particularly in services. As a result, there are several new business models anchored in these digital and technological environments and new experiences provided to services consumers and firms that need to be examined. Impact of Digital Transformation on the Development of New Business Models and Consumer Experience provides relevant theoretical and empirical research findings and innovative and multifaceted perspectives on how digital transformation and other innovative technologies can drive new business models and create valued experiences for consumers and firms. Covering topics such as business models, consumer behavior, and gamification, this publication is ideal for industry professionals, managers, business owners, practitioners, researchers, professors, academicians, and students.

AI and Machine Learning Applications in Supply Chains and Marketing
AI and Machine Learning Applications in Supply Chains and Marketing

Author: Masengu, Reason

Publisher: IGI Global

Published: 2024-10-18

Total Pages: 488

ISBN-13:

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While artificial intelligence (AI) simulates human intelligence in machines, machine learning (ML) enables systems to learn from data without explicit programming. In marketing and supply chain management, AI and ML empower businesses to analyze consumer behavior, personalize experiences, optimize advertising strategies, forecast consumer demands, manage inventory, plan routes, and mitigate risks. Businesses can enhance efficiency, accuracy, decision-making, customer engagement, and cost-effectiveness when integrating AI and ML in marketing and supply chain operations. Further research is necessary to drive success in the dynamic marketplace. AI and Machine Learning Applications in Supply Chains and Marketing bridges the gap between theoretical knowledge and practical application of AI and ML in marketing and supply chain management. It examines emerging technologies that can revolutionize industries by transforming business operations. This book covers topics such as data analysis, sustainable development, and blockchain, and is a useful resource for business owners, economists, marketing professionals, engineers, computer scientists, academicians, and researchers.

Research Anthology on Business Continuity and Navigating Times of Crisis
Research Anthology on Business Continuity and Navigating Times of Crisis

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2022-01-07

Total Pages: 1907

ISBN-13: 1668445042

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When the COVID-19 pandemic caused a halt in global society, many business leaders found themselves unprepared for the unprecedented change that swept across industry. Whether the need to shift to remote work or the inability to safely conduct business during a global pandemic, many businesses struggled in the transition to the “new normal.” In the wake of the pandemic, these struggles have created opportunities to study how businesses navigate these times of crisis. The Research Anthology on Business Continuity and Navigating Times of Crisis discusses the strategies, cases, and research surrounding business continuity throughout crises such as pandemics. This book analyzes business operations and the state of the economy during times of crisis and the leadership involved in recovery. Covering topics such as crisis management, entrepreneurship, and business sustainability, this four-volume comprehensive major reference work is a valuable resource for managers, CEOs, business leaders, entrepreneurs, professors and students of higher education, researchers, and academicians.