Online marketing / Social media marketing Books

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Book SynopsisNeed help to generate traffic for your website or blog? This new guide is easy enough to get you started, but comprehensive enough to give you a deeper understanding of Search Engine Optimisation. It covers creative, marketing and technical considerations to help you improve rankings, drive traffic, and increase visibility in search engines. There are a great many elements to SEO, from the words on your page, the meta-data that sits behind it, and the way other sites link to each other on the web. This new book will help you structure your site in a way that both search engines, and your online readers will understand, quickly and easily.

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Book SynopsisSociometrics and Human Relationships translates the latest academic research into practical business strategies and techniques as well as actionable insights, providing a wealth of examples for social network analysis and predicting trends. Gloor illustrates how to improve organizational performance by optimizing communication and collaboration through email. Based on Collaborative Innovation Networks courses which have been taught for over a decade to students forming virtual teams across a number of universities, Gloor shows readers how to leverage virtual collaborative creativity in the Internet age, and helps them understand and apply the dynamics of online communication via a variety of tools. Gloor has also created a tool that analyses all types of social media such as: Twitter, Wikipedia, online blogs and Facebook as well as email or Skype logs to predict election outcomes, perception and strength of brands, customer and employment satisfaction, or fraudulent behavior. Gloor explains how to use his tool, Condor, to visualize, monitor and manage brands, products and topics online, as well as analyzing organizations through their email networks.Trade Review“This book is a remarkable and practical roadmap that organizations can use to drive innovation and resilience from the inside-out and from the outside-in. Never before have organizations been so challenged with the imperative to constantly adapt, reinvent themselves, and grow. Peter Gloor has succeeded in providing a timeless approach where deeply understanding how people work together and learn is the only long-term competitive advantage.” –NABIL RAAD, Director, Enterprise Risk, Ford Motor Company “I used this book to teach network science in a master’s degree course for working engineers. All the students were able to grasp network principles and to quickly apply what they learned to examine their own organizational networks. The book is groundbreaking in it’s breadth and practicality, especially where managing organizational change is critical.” –JULIA GLUESING, Ph.D., Professor, Engineering Management Master’s Program (EMMP), Wayne State University, Detroit “Despite the new wealth of data social sciences are still working with stone age tools in a high tech world – and are not yet further than medicine was before computer tomography. “Sociometrics” is an essential manual for future research of social innovation and trends. It offers new ways to view and understand collective action in a highly connected world and provides innovative tools to explore the flow of information in social networks, identify trendsetters, analyze the collective mind and map conversations.” - –KARIN FRICK, head of research, GDI Gottlieb Duttweiler Institute, Switzerland “This book is an essential guide for anyone who wants to make sense of social networks inside and outside the organization by applying big data analysis techniques pioneered by the author in his research at MIT over the last fifteen years.” –ROB CROSS, Edward A. Madden Professor of Global Business at Babson College, and author “Driving Results through Social Networks”Exploring how humans communicate and collaborate inside organizations through email, chat, videoconferencing, and face-to-face communication and outside organizations on online social media, Gloor describes algorithms and tools to find and support collaboration within and between organizations. In particular, he shows how the Condor software tool can mine electronic communications such as email, sociometric badges, telephone, chat, online meeting, Web/videoconferencing, and calendars, he says, then generate a broad range of structural, temporal, and content-based social network metrics that can be used to calculate and forecast real-world insights. -- Annotation ©2017 Ringgold Inc. * (protoview.com) *Table of Contents1. Introduction I. TREND PREDICTION BY MEASURING SOCIAL NETWORKS 2. Coolfarming Organizations 3. Coolhunting and Trend Forecasting on the Web 4. The 6 Honest Signals of Collaboration 5. Essentials of Social Network Analysis and Statistics 6. How Ideas Spread in Online Social Networks – Readings II. ANALYZING STRUCTURE, DYNAMICS, AND CONTENT OF NETWORKS WITH CONDOR 7. The Four Step Analysis Process 8. Getting Started with Condor 9. Analyzing E-Mail with Condor 10. Calculating Personality Characteristics from E-Mail 11. Predicting Criminal Intent from E-Mail – Analyzing the Enron E-Mail Archive 12. Coolhunting on the Internet with Condor 13. Coolhunting – Francogeddon 14. Coolhunting the US Presidential Elections III. AMICA (AUTOMATIC MEDIA INSIGHTS COIN ASSESSMENT) 15. IMIC (Inside Media Individual Collaboration) 16. OMIC (Outside Media Individual Collaboration) 17. IMOC (Inside Media Organizational Collaboration) 18. OMOC (Outside Media Organizational Collaboration) 19. SIC & SOC (Survey of Individual and Organizational Collaboration) IV. Appendix – Useful Machine Learning and Graph Analysis Tools 1. Identifying Anti-Vaxxers through Machine Learning using KNIME 2. Generating Nice Graph Pictures with Gephi 3. Sample Mid Term Exam 4. References

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Book SynopsisMarketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.Trade ReviewThis book consists of nine essays by marketing and other specialists from the US, who consider marketing in the digital world. They discuss the main features of the new digital world; the role and impact of information technology on human life and the marketplace; the influence of the internet and other digital innovations on markets, firms, and consumers; the marketing analytics component of big data and a lean startup approach to data-based learning and marketing management; the importance of software as a driver of value exchange; mobile marketing; adverse technology-consumer interactions; perceived deception in online consumer reviews; and self-manufacturing in the context of the rise of desktop 3D printing. -- Annotation ©2019 * (protoview.com) *Table of ContentsIntroduction: Transitioning to a Digital World; Aric Rindfleisch and Alan J. Malter Marketing in the Digital Age: A Moveable Feast of Information; Kristen E. Lane and Sidney J. Levy The Impact of Digital Innovations on Marketing and Consumers; Brian T. Ratchford Big and Lean is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management; Emre Soyer, Steven Seggie and Koen Pauwels The Growing Importance of Software as a Driver of Value Exchange; Charles Hofacker Mobile Marketing 2.0: State of the Art and Research Agenda; Unnati Narang and Venkatesh Shankar All's Not Well on the Marketing Frontlines: Understanding the Challenges of Adverse Technology-Consumer Interactions; Utpal Dholakia Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators; Sergio Roman, Isabel P. Riquelme and Dawn Iacobucci Self-Manufacturing via 3D Printing: Implications for Retailing Thought and Practice; Aric Rindfleisch, Alan J. Malter and Greg Fisher

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Book Synopsis‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach‘Filled with straightforward advice that will help your business grow’ - Emma Jones, Founder of Enterprise NationHave you ever: Told yourself you’re not a natural salesperson… Procrastinated on promoting your business because it feels awkward, or... Launched something new, only to be met with deafening silence? If you answered yes to any of these, then More Sales Please is for you! Most business owners have never been taught how to promote what they do with ease - until now. Say goodbye to guesswork and discover the step by step process to effortless sales in just 30 minutes a day.Sara Nasser Dalrymple is a business mentor, strategist and educator and the go-to sales expert in the small business community. Her 20 years of sales and marketing experience and simple, actionable advice has helped hundreds of business owners transform the way they feel about selling and achieve long lasting success through confident, sleaze-free self promotion.Trade ReviewI gained so much from this book and would highly recommend it to any small business owner looking to understand sales and marketing. it is a truly informative and practical resource to help you with sales. There are so many great tips and examples in this book that it has me actually excited to focus more on sales and building my brand. - NetGalleyI'm about to start my second reading of this brilliant book. It's once to take it all in, and then the second time more slowly and purposefully so that I can implement and test out as I go. I have a feeling that this is really where More Sales Please will pay dividends, and I can't wait to get started on the implementation. -Amazon 5*A great addition to any small business owners practical toolkit. Serves up a refreshing cocktail of practical wisdom, actionable advice, and a sprinkle of humor to transform your business game. If you've ever felt like a fish out of water in the sales ocean, this book is your life jacket. - NetGalleyI honestly can’t rave about this book enough. It has completely transformed the way I viewed ‘selling’, given me the confidence to get out there and achieve my goals and provided a solid foundation for my sales strategy. The author is clearly very credible, and provides actionable step by step advice in a super friendly format, all backed up with real life examples from real small business owners. Loved it. - Amazon 5*An amazingly useful and thought provoking book for ALL small business owners out there! - Amazon 5*Table of Contents Title Page Copyright Page Dedication Contents Introduction Part I: More sales clarity 1: So, this is sales 2: Ditch the myths 3: Diagnose your sales problem 4: The non-negotiables of selling well Part II: More sales confidence 5: The decision maker’s journey 6: Solid sales foundations 7: Your sales strategy step by step Part III: More sales ease 8: Harnessing the power of your personal brand 9: Turning content into sales 10: Self-promotion made simple Summary Glossary A handy list of sales activities for when inspiration has dried up Troubleshooting: Help, where are my sales? Acknowledgements Index

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Book Synopsis‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach‘Filled with straightforward advice that will help your business grow’ - Emma Jones, Founder of Enterprise NationHave you ever: Told yourself you’re not a natural salesperson… Procrastinated on promoting your business because it feels awkward, or... Launched something new, only to be met with deafening silence? If you answered yes to any of these, then More Sales Please is for you! Most business owners have never been taught how to promote what they do with ease - until now. Say goodbye to guesswork and discover the step by step process to effortless sales in just 30 minutes a day.Sara Nasser Dalrymple is a business mentor, strategist and educator and the go-to sales expert in the small business community. Her 20 years of sales and marketing experience and simple, actionable advice has helped hundreds of business owners transform the way they feel about selling and achieve long lasting success through confident, sleaze-free self promotion.Trade ReviewI gained so much from this book and would highly recommend it to any small business owner looking to understand sales and marketing. it is a truly informative and practical resource to help you with sales. There are so many great tips and examples in this book that it has me actually excited to focus more on sales and building my brand. - NetGalleyI'm about to start my second reading of this brilliant book. It's once to take it all in, and then the second time more slowly and purposefully so that I can implement and test out as I go. I have a feeling that this is really where More Sales Please will pay dividends, and I can't wait to get started on the implementation. -Amazon 5*A great addition to any small business owners practical toolkit. Serves up a refreshing cocktail of practical wisdom, actionable advice, and a sprinkle of humor to transform your business game. If you've ever felt like a fish out of water in the sales ocean, this book is your life jacket. - NetGalleyI honestly can’t rave about this book enough. It has completely transformed the way I viewed ‘selling’, given me the confidence to get out there and achieve my goals and provided a solid foundation for my sales strategy. The author is clearly very credible, and provides actionable step by step advice in a super friendly format, all backed up with real life examples from real small business owners. Loved it. - Amazon 5*An amazingly useful and thought provoking book for ALL small business owners out there! - Amazon 5*Table of Contents Title Page Copyright Page Dedication Contents Introduction Part I: More sales clarity 1: So, this is sales 2: Ditch the myths 3: Diagnose your sales problem 4: The non-negotiables of selling well Part II: More sales confidence 5: The decision maker’s journey 6: Solid sales foundations 7: Your sales strategy step by step Part III: More sales ease 8: Harnessing the power of your personal brand 9: Turning content into sales 10: Self-promotion made simple Summary Glossary A handy list of sales activities for when inspiration has dried up Troubleshooting: Help, where are my sales? Acknowledgements Index

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Book SynopsisIn the world we live in today, more data is being generated than at any other period in human history. However, this wealth of information is causing a data dilemma for small to medium sized enterprises (SMEs), entrepreneurs, and practitioners. With marketing companies and experts struggling to produce business content that delivers strong marketing results and SME's being overshadowed by data-aware super-brands that are already heavily investing in data-driven content, Lee Wilson offers a solution that can rectify the performance divide. Data-Driven Marketing Content: A Practical Guide empowers businesses, regardless of industry, size, or competition level, to understand, identify and act on big-data opportunities. The guide shares unique processes, approaches, and frameworks which can be applied to every company need, leading you towards efficient and effective content creation that repeatedly returns on investment. Through a combination of practical expertise and personal insights, this book instructs and enables practitioners and entrepreneurs to overcome everyday business content barriers and yield increased results from every piece of content created.Trade Review'Lee has been my go-to guy for search marketing advice for almost five years now, and I don’t see that changing any time soon. He has an encyclopaedic knowledge of SEO, is obsessed with detail and knows exactly how to explain his innovative techniques – and the benefits of them – clearly and concisely.' -- Graeme Parton, Freelance Copywriter and Journalist'I had the absolute pleasure of working with Lee in his capacity as Head of SEO at a leading search agency. His passion for delivering content driven search and digital strategies is second to none, as is his passion for creating content that works, sells and delivers value. If you're struggling to make content work for your business or clients, read this book. Better still, talk to Lee.' -- John McMurray-Williams, Sales Director, Innovate Creative'I have been working with Lee for nearly 10 years in the field of SEO at a leading search marketing agency. During that time I’ve seen Lee, as Head of SEO, build a successful specialist search team and deliver winning SEO strategies across many clients. The knowledge and experience he has to offer is overwhelming, and there is much, seasoned digital marketers or new, can learn from him.' -- Dave Colgate, Senior SEO Specialist, Vertical Leap'This is the practical guide to content marketing I wish I had when I first heard the words 'data' and 'content' used together. Fast forward many years later and business owners and marketers now have that solid guide which lays out the process for a sound content marketing plan in the data-driven age. This guide is full of practical, actionable tips for content marketers who are just getting started, and also a reminder for seasoned veterans of what data really matters when creating content to ensure our campaigns are successful. No stone is left unturned with advice on research, delivery and optimisation of content using the latest free tools and insights. A must have read for anyone creating content in 2019 and beyond, as data becomes all-encompassing as part of our strategies.' -- Stuart Wooster, Digital Marketing Manager, Treat Your Skin Ltd'I had the pleasure of being Lee’s manager when we first started using Google Adwords many years ago, which transformed the revenues of the company we worked for. Lee’s latest book is the definitive guide for those wanting to understand how data really does drive business, and how critical it is to use data driven insight. A comprehensive, clearly written and practically orientated guide, make this essential reading for content professionals, marketing teams and practitioners who want to take their marketing content to a whole new level.' -- Kris Bezzant, Executive Vice President, Compensation and Benefits, Capgemini'I approached this book as someone coming into it with an extensive background in digital advertising and an interest in expanding my understanding of effective content strategies which put data at its heart. Despite my relative lack of experience in creating content, the guide did a fantastic job of getting across practical points that put in a better place when having discussions with colleagues about the practices that can help improve our campaign performance. It’s great to find a book that so clearly articulates that data has a major role in content creation, in the same way that it does in digital advertising performance – giving you the ammo to speak to key stakeholders with the confidence that your data supports your new stance.' -- Mackenzie Cockram, Digital Marketing Analyst, University of Southampton'Lee Wilson is a familiar and respected voice in the search marketing industry. His extensive knowledge and years of industry experience is invaluable; helping businesses of all shapes and sizes to boost their online marketing activity and achieve exceptional results. His passion for all things search fuels an innovative, tactical approach that keeps him firmly at the forefront of the industry.' -- Nick Pearse, Digital Account Manager, VL Digital'The guide to Data-Driven Marketing Content by Lee Wilson should be enough to convince any brand or professional that data is the key to effective marketing and that opportunity exists in abundance. Throughout, Lee takes a deep dive into how he has helped to develop and shape content marketing over the past two decades. Even the most experienced marketers will benefit from the approach. From in-depth tooling to jargon busting and practical tips, this guide should act as a framework for any practicing marketer, especially those that think content opportunity may be saturated or unimaginative. This’ll take you to a whole new level of content ideation, and that’s just the start!' -- Jack Cooper, Digital Manager, Andertons Music Co.'A rarity among marketing writers, Lee Wilson has an eye for the true substance of effective marketing and eschews the usual mastication of common knowledge. Over the years I've been impressed with his writings and how he manages to cut to the core of the challenges that marketers face in the current digital age. The use of data to empower decision-making in marketing is hugely overhyped by many, but Lee has both the experience and the eloquence to formulate actionable insights that can be put to use both strategically and in day-to-day marketing execution.' -- Barry Adams, Chief Editor, StateofDigital.comWilson, who is associated with a UK search and digital marketing agency, offers a guide to data-driven marketing content. He describes the data-driven content process; the data ecosystem; data collection and management; transforming data into content; understanding why content is not working; creating content for paid advertising, search engine optimization, social media, and email and newsletters; overcoming barriers related to websites, e-commerce sites and stores, mobile devices, and voice and screenless search; improving business content; evaluating content success; and the roles of machines in content production, the roles of humans, and collaboration between humans and computers. -- Annotation ©2019 * (protoview.com) *Table of ContentsChapter 1. Introducing data-driven content a. Data-driven content b. Business insights c. Content creation Chapter 2. Understanding the data ecosystem a. Machine learning (ML) b. Artificial Intelligence (AI) c. Qualitative data d. Quantitative data Chapter 3. Data collection and management a. Data collection points b. Managing your data c. The role of GDPR Chapter 4. Transforming data into content a. Understanding your audience b. Deriving data insight c. Creating a content action plan Chapter 5. Understanding why your content isn't working a. Overcoming content pain points b. Bridging and integrating mediums Chapter 6. Creating content for marketing channels a. Search Engine Optimisation (SEO) b. Paid Advertising (PPC) c. Social Media d. Emails and Newsletters Chapter 7. Overcoming content barriers a. Content for websites b. Content for ecommerce sites / stores c. Content for mobile devices d. Content for voice & screenless search Chapter 8. Making your content work harder a. Revitalising existing content b. Identifying new content c. Your content creation framework Chapter 9. Evaluating content success a. Setting benchmarks, goals and objectives b. Choosing the best KPIs c. Reporting on results Chapter 10. The future of data-driven content a. The role of the machine b. The role of the human c. Human/computer collaboration

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Book SynopsisFor decades, sports management has not been considered a priority area of interest within sport, and there is a lack of professionalization within the multiple approaches and key performance areas in sports management. However, in recent years, the importance and impact of the sports economy in the percentage of GDP has coincided with an increase in the volume of literature dedicated to the study of sports management, and specifically around fitness centers, the commercialization of their services and the loyalty chain of the users of this business model. The Global Private Health & Fitness Business shows the globalization of the health and fitness industry, and its different forms of management according to different countries, the objective being to show the various business models in the fitness industry in twenty countries around the world and explore their methods of marketing. The content will provide insight into the current situation and what challenges it faces in the future. In addition to these contexts, each chapter ends with the description of the main chains in each country and information on the complexity in the commercialization and loyalty of their services. This book provides a great opportunity to further analyze sports management in different countries, with contributions from leading academics and professionals who share the current situation as well as the challenges of the coming years, providing an excellent resource for all practitioners working in sports management, researchers and students with future projection towards this area.Table of ContentsChapter 1. Introduction; Jerónimo García-Fernández and Pablo Gálvez-Ruiz Part I. The Europe Industry Chapter 2. The Fitness Industry in The United Kingdom; Ray Algar Chapter 3. The Spanish Fitness Industry; Manel Valcarce Torrente, Jerónimo García-Fernández and Pablo Gálvez-Ruiz Chapter 4. An overview of Fitness in Portugal: Business Models, Attraction and Building Members´ Loyalty; Vera Pedragosa Chapter 5. The Fitness Sector in Greece: Business Models and Marketing Perspectives; Efi Tsitskari, George Tzetzis and Alexios Batrakoulis Chapter 6. Business Models of Lithuanian Fitness Centers; Irena Valantine, Inga Staskeviciute-Butiene, Arturas Simanavicius and Edmundas Jasinskas Chapter 7. The Fitness Industry in Turkey; Kadir Yildiz, Ercan Polat and Suleyman Murat Yildiz Chapter 8. The Fitness Industry in Italy; Paolo Menconi and Paolo Aldo MariaMonesi Part II. The North – South America industry Chapter 9. The Fitness Industry in The USA; Devin Anderson, Andrew Kim and James Zhang Chapter 10. The Mexico Fitness Industry; Isela Guadalupe Ramos Carranza, Javier Almazán Del Pozo and Rosa Elena Medina Rodríguez Chapter 11. The Fitness Industry in Chile; Daniel Duclos-Bastías and Frano Giakoni Chapter 12. Fitness in Brazil: a Diversified Market; Flávia Da Cunha Bastos, Ivan Furegato Moraes and Leandro Boaventura Do Nascimento Part III. The Asia – Pacific industry Chapter 13. The Fitness Industry in India: An Overview and Prospects; Linsy Mathew, Rajasekharan Pillai K and Simon George Chapter 14. The Australian Fitness Industry: Trends, Disruption and Positioning; Duncan Murray and Karen Williams Chapter 15. The Health and Fitness Club Industry in Japan; Yasuhiro Watanabe and Toshie Takahashi Chapter 16. Sports Fitness Industry in China; Liangju Zho, Zhao Wang and Ziqing Tuo Part IV. The Africa and Middle East industry Chapter 17. The Fitness Industry in Morocco; Amal Elasri-Ejjaberi, Said Balhadj and Pilar Aparicio-Chueca Chapter 18. Saudi Arabia´s Fitness Center Industry: Getting in Shape; Nawaf Almohaimeed and Marta Pérez Villalba Chapter 19. The Fitness Industry in Egypt; Khaled Ebada and Hamdy Mansour Chapter 20. The Fitness Industry in Kenya; Kinuthia Kagunda Stanley, Mwangi Mundia Francis and Muthomi Nkatha Hellen Chapter 21. A Look to Fitness Industry in Iran; Sardar Mohammadi and Mohamad Kazem Azami

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Book SynopsisCreativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success. Exploring themes in strategic marketing , creativity in management and communication as well as creativity in new product development, Creativity and Marketing examines a wide range of cutting-edge developments at the intersection of marketing and creative practice, including brand management, social media management, consumer behaviour, and value creation. This collection will bridge theory and practice in a fast moving and exciting field and will provide scholars of marketing, branding and consumer behaviour with lessons and strategies to implement in their own fields.Table of ContentsSection 1. Creativity in marketing management Chapter 1. Creative marketing and the clothes swapping phenomenon; Claudia Henninger Chapter 2. Promoting within sport: An exploration of creativity in traditional, extreme and esports contexts; Luke Devereux, Francesco Raggiotto, Daniele Scarpi, and Andrea Moretti Chapter 3. Creativity, Interactive Marketing & Communication in Italian Jewellery Districts; Clara Bassano and Paolo Piciocchi Chapter 4. Getting Creative with Sustainability Communication in the Beauty Industry: Exploring on-pack practices and consumers’ perceptions; Panayiota Alevizou Section 2. Creativity, design thinking and innovation Chapter 5. Design Thinking—Interactively co-creating innovative products that fit the market; Christine Falkenreck Chapter 6. Using design thinking to drive human centered innovation in marketing; Stacy Landreth Grau Chapter 7. Can artificial intelligent systems be creative? A preliminary study in the new product development process for new drinks; Francesca Serravalle and Eleonora Pantano Section 3. Creativity challenges and opportunities for marketing Chapter 8. Viral VS virtuous- how creative drive for buzz can also drive reputational damage; Raffaello Rossi and Agnes Nairn Chapter 9. Creative Art-based Initiatives Enabled Value Co-creation in the Luxury Fashion Industry; Huiru Yang, Delia Vazquez, and Marta Blazquez Chapter 10. When fake becomes real: the innovative case of artificial influencers; Carsten Baumgarth, Alexandra Kirkby, and Cosima Kaibel Chapter 11. Capturing marketing academics’ conceptions of creativity: teaching practices and challenges in Greek Higher Education; Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali, and Irene Kamenidou

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Book SynopsisDigital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions. Themes explored throughout the book include: • Service Encounters via Social Media and Customer Relationships • Digital and Organizational Storytelling • Artificial Intelligence and Customer Experience • Sustainability Project Partnerships As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.Table of ContentsChapter 1. The development and current trends of Digital Marketing and Relationship Perspectives in marketing research; Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon, and Vanessa RattenChapter 2. Abandonment Issues: Why Consumers Abandon Online Shopping Carts; Pemika Rochanapon, Michelle Stankovic, Matthew Barbera, Billy Sung, and Sean Lee Chapter 3. Digital Marketing and social entrepreneurship in Vietnam; Ngoc Le and Vanessa Ratten Chapter 4. Digital marketing and geopolitical uncertainty in banking portfolio management: Evidence for China Commercial Banks; Lazaros Ntasis, Christos E. Kountzakis, Konstantinos Koronios, Panagiotis E. Dimitropoulos, and Vanessa Ratten Chapter 5. Digital sport marketing; Vanessa Ratten and Ashleigh-Jane Thompson Chapter 6. Entrepreneurship education and digital marketing: What does the future hold?; Vanessa Ratten and Sumayya Rashid Chapter 7. Are we already living with Skynet? Anthropomorphic artificial intelligence to enhance customer experience; Rakibul Hasan, Park Thaichon, and Scott Weaven Chapter 8. Blurring the line between physical and digital environment: the impact of artificial intelligence on customers’ relationship and customer experience; Rakibul Hasan, Scott Weaven, and Park Thaichon Chapter 9. An Analysis of Subliminal Static Images and Words Using Eye Tracking Techniques; Anish Babu Zacharia and Nicolas Hamelin Chapter 10. Igniting the flame with electronic word-of-mouth in digital marketing; Yi Bu, Park Thaichon, and Joy Parkinson Chapter 11. The current trends and future direction of Digital Marketing and Relationship Perspectives in business practice; Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon, and Vanessa Ratten

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Book SynopsisScholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing. The Value of Design in Retail and Branding creates a much-needed bridge between different disciplines involved in retail design, bringing together a range of research and insights for practice in these disciplines, improving the impact of design. Here Katelijn Quartier, Ann Petermans, TC Melewar and Charles Dennis bring together a team of field-leading, practice-based experts in order to offer an interdisciplinary, practice-oriented inquiry into how design plays a key role in defining a successful retail environment and experience. In four sections organised around the concepts of design, experience, context, and interdisciplinarity, contributors highlight how to achieve impactful branding and retail-experience design through a focus on such issues as local relevance and storytelling. As each chapter concludes by explaining how its findings can feed into practice, this book begins filling the gap between academic journals and visual case studies, ultimately providing fertile ground for further debate around best practice. For its interdisciplinary approach, its scholarly rigour, and its clearly articulated implications for practice, The Value of Design in Retail and Branding is of interest to scholars of design, branding and marketing as well as to practitioners within these fields.Table of ContentsIntroduction; A.Petermans and K.Quartier The value of DESIGN Chapter 1. Conceptualizing customer value in physical retail: A marketing perspective; Leroi-Werelds, S. Chapter 2. Appreciating and judging the design of independent retailers’ blended concepts; Madsen, S. and Petermans, A. Chapter 3. The Added Value of designing by crossmodal correspondences; Adams, C. and Vanrie, J. Chapter 4. Fashion & Lifestyle Brands: Story-telling within purpose-led brands in order to contribute to growth; Marciniak, R. and Charles, E. The value of EXPERIENCE Chapter 5. The influence of economic theories on the value of retail design, a designers’ perspective; De Wet, M. and Prinsloo, I. Chapter 6. The added value of retail design for a new age of consumerism; Khaneja, S. Chapter 7. The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty; Mulder-Nijkamp, M., Wouter, E., de Kok, E. and ten Klooster, R. Chapter 8. The Importance of Warmth in Brand Design; Kim, S., Moore, S. & Murray, K.B. The value of CONTEXT Chapter 9. Virtually the same: understanding the consumer experience in an omnichannel environment; Reid, L., Marvell, A., Parker, D. and Ward, P. Chapter 10. Retail Design as a Communication Strategy: Exploring Customer Experience via Eye-tracking; Janssens, K., Beckers, C. and Quartier, K. Chapter 11. Exploring in-store shopping experiences and resultant purchasing influence: an autoethnographic approach; Lloyd-Parkes, E. and Deacon, J. Chapter 12. Designing valuable Experiential Retail Environments: a review of the design process; Servais, E., Vanrie, J. and Quartier, K. The value of INTERDISCIPLINARITY Chapter 13. The interlink between sensorial and meaning properties of a retail design and brand assets: a comparison of three grocery store designs; Adams, C. and Quartier, K. Chapter 14. Local collaboration in retail design: a strategy for localising global brands; Khan, Z. Chapter 15. Evidencing Value Creation in ‘Value Co-creation’: A Case Study of Singapore’s Second Largest Banking Group ; Yam, M.-Y. and Lee, A. Chapter 16. Environmental simulation techniques in retailing: a review from a store atmospheric and customer experience perspective; Petermans, A., Doucé, L. and Willems, K. Conclusion; K.Quartier and A.Petermans

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Book SynopsisThe complex issues of sustainability and social marketing are gaining increasing global attention. This increased concern for environmental welfare has started to affect the way marketers, managers and policy makers think and organize their businesses. In Western culture, there has been widespread discussion on green related issues; however, different cultures are at different stages in embracing this global change, and local conditions can greatly affect how strategies are enacted. Sustainability and Social Marketing Issues in Asia applies this discussion to Asian culture, using case studies that reflect the problems and success of nine countries – Malaysia, Brunei, the Philippines, Indonesia, Iran, Syria, Sri Lanka, India, and Pakistan – in adopting green and social marketing concepts. These concepts include: triple bottom line; social entrepreneurialism; sustainability marketing; green marketing; sustainable energy, sustainable agriculture, sustainable ecosystems, social development, waste management problem, refugee crisis, care for animals and corporate social responsibility. The cases outlined in this book illustrate how companies and organizations operating in Asian countries incorporate sustainability and environmental concepts into their social marketing strategy. It will appeal to researchers and practitioners, working in the fields of social marketing, consumer behavior, corporate social responsibility, organizational behavior and sustainability.Table of ContentsSECTION 1: GREEN AND SUSTINABILITY Chapter 1. Small Red Earth Grapes and Big Green Earth Dreams: Sustainable Agriculture of Honliv Group Co., Ltd in Henan China; Zhang Yi and Farzana Quoquab Chapter 2. “Battle for Solar Energy” Program: An Environment-friendly Sustainable Approach for Carbon Neutrality in Sri Lanka; G.P.T.S. Hemakumara, Supuni Uthpalawanna Athukorala, and L.G.D.S. Yapa Chapter 3. Fostering Sustainable Urban Farming in Malaysia: The Green Agenda of Urban Hijau; Cordelia Mason and Wan Mohd Hilmi Wan Ahmad Chapter 4. Green Marketing Is Not a Choice but a Pre-Requisite for Z Generation: A Case of Green Campus Initiative in Capital University of Science & Technology, Pakistan; Lakhi Muhammad and Rabia Habib Chapter 5. A case of SELCO Foundation in Fostering and Scaling Sustainable Ecosystems for Social Transformation in India; Harleen Sahni, Nupur Chopra, and Simran Grover Chapter 6. Traditional Chinese Medicine (TCM) in Malaysia: An Alternative Approach to Treatment; Farzana Quoquab, Maizaitulaidawati Md Husin, Rohaida Basiruddin, and Abdul Hamid Mohamed SECTION 2: CORPORATE SOCIAL RESPONSIBILITY Chapter 7. In the Heart of the Storm: A case of Al-Sabah’s Corporate Social Responsibility during the Syrian Refugee Crisis; Shaza Aldairany, Rosmini Omar, and Farzana Quoquab Chapter 8. BIBD’S CSR Initiative: “Community for Brunei”; Pg Siti Rozaidah Pg Hj Idris and Siti Fatimahwati Pehin Dato Musa Chapter 9. Prominence of Business Responsibility in Times of Pandemic: MoveInSync CSR Campaign; Sanil S Hishan and Jinu Oonnoonny SECTION 3: SOCIAL MARKETING Chapter 10. Creating Values Through Social Development: A Case of MAPNA Operation and Maintenance Company, Iran; Mozhdeh Mokhber and Erfan Sharifzadeh Chapter 11. Trashtalk: Pup San Pedro Takes on The City’s Solid Waste Management Problem; Mary Rose Maharlika P. Cruz Chapter 12. ALKO Cooperatives’ Social Initiatives: Empowering Coffee Farmers to Preserve Kerinci Seblat National Park, Indonesia; Risa Bhinekawati and Suryono Chapter 13. The House of Cats Ernesto: A Tale of a Brave Syrian Man’s Act towards Social Responsibility; Jihad Mohammad, Farzana Quoquab, Nazimah Hussin, Rafidah Othman, and Adriana Mohd Rizal

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Book SynopsisReview of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots. Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.Table of ContentsIntroduction. The State of AI Research in Marketing: Active, Fertile, and Ready for Explosive Growth; K. Sudhir and Olivier Toubia Chapter 1. The Economics of Artificial Intelligence: A Marketing Perspective; MengQi (Annie) Ding and Avi Goldfarb Chapter 2. AI and Personalization; Omid Rafieian and Hema Yoganarasimhan Chapter 3. Artificial Intelligence and Pricing; Diego Aparicio and Kanishka Misra Chapter 4. Leveraging AI for Content Generation: A Customer Equity Perspective; David Schweidel, Martin Reisenbichler, Thomas Reutterer, and Kunpeng Zhang Chapter 5. Artificial Intelligence and User-Generated Data are Transforming how Firms Come to Understand Customer Needs; John R. Hauser, Zelin Li, and Chengfeng Mao Chapter 6. AI Applications to Customer Feedback Research: A Review; Peter S. Lee, Ishita Chakraborty, and Shrabastee Banerjee Chapter 7. Natural Language Processing in Marketing; Jochen Hartmann and Oded Netzer Chapter 8. Marketing through the Machine’s Eyes: Image Analytics and Interpretability; Shunyuan Zhang, Flora Feng, and Kannan Srinivasan Chapter 9. Deep Learning in Marketing: A Review and Research Agenda; Xiao Liu Chapter 10. Anthropomorphism in Artificial Intelligence: A Review of Empirical Work Across Domains and Insights for Future Research; Ertugrul Uysal, Sascha Alavi and Valéry Bezençon

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Book SynopsisWinning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage. Digital platforms are no longer for just the tech elite. They’re spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence—lighting the valuable customer Use journey that was formerly dark. How will you succeed when your markets get platform-crowded? Three senior advisers to the world’s leading technology companies reveal how to win through platforms when every competitor has one. Winning Through Platforms decodes growth moves from a decade of platform competition, communicates them through a platform playbook. It’s a treasure trove of 24 proven platform strategies—such as customer coalition design, in-use enrichment, AI branding, and much more. These playbook strategies are delivered through engaging stories of over 50 companies, plus proprietary frameworks and workshop-style questions that lead you to act. This game-changing playbook will teach you how to: Revitalize your business through strategic use of platforms Design platforms that are compelling to customers and hard for competitors to match Accelerate in-market growth through brand-and-demand excellence that spans your customer’s entire platform journey Innovate in high-impact benefit areas to differentiate your platform Elevate your customer’s personal platform experience Transform your enterprise and operations to drive superior performance Every CEO, innovator, go-to-market leader, and aspiring professional will gain valuable insight through this book. Whether your company is just starting on its first platform journey or is a born platform disruptor, this book will transform your ability to win. Learn the platform playbook. Find and apply your plays. This book forms part of the American Marketing Association (AMA) leadership series.Trade ReviewIf you value fresh thinking, you’ll love this playbook. I’ve led platform initiatives across multiple industries – architecture, engineering, manufacturing, and trust intelligence – and the book’s platform plays apply insightfully to each one. It’s a thought-provoking guide, supported by compelling business examples, that can help you unleash broad growth opportunities through the power of digital platforms. It seamlessly leads you from strategic business decisions that unlock growth to best-in class-execution that produces tangible results. -- Lisa Campbell, One Trust CMO, former CMO & EVP - Business Strategy and Marketing, AutodeskI wish I’d had Winning Through Platforms while I was at Microsoft evaluating our opportunities to apply AI for business and build ecosystems for platforms like Power BI. Creating shared value through cloud platforms is never accidental; fortunately, the authors systematically explain to readers how to creatively make platforms their catalyst for future growth, across industries. This playbook is an important new tool for leaders as they make strategic choices for the future of their business -- Greg Nelson, former Microsoft VP-Partner Ecosystem and General Manager-Business AIWinning through Platforms isn’t just any playbook – it’s a conceptual and practical blueprint for creating value in a world that increasingly runs on digital innovation. As a healthcare executive who leads systems transformation, I’ve found the book to be an indispensable strategic ally. It will speak to everyone charged with developing platform approaches to business. The clear and actionable ideas it provides for navigating the human dimensions of platform change are essential for every executive -- David Grandy, VP-Strategic Innovation, Kaiser PermanenteThis book is a tour de force, providing a comprehensive roadmap for platform-based digital strategies. It is astonishingly broad in scope, organized with a rich conceptual model, and full of deep insights that lead to actionable strategic options. The book is also incredibly timely in the way it addresses topics like Artificial Intelligence and Extended Reality. Every executive, manager, and rising professional who needs to cut through confusion around intelligent platform will benefit greatly by reading and applying Winning through Platforms. -- David Aaker, Professor Emeritus of Marketing, UC Berkeley, and AMA Hall of FameTable of ContentsForeword; David Aaker INTRODUCTION Winning through Platforms Light the Dark Learn the Playbook, Find Your Plays New Rules, New Mindsets Your Journey Begins THE PLATFORM PLAYBOOK Strategic Advantage and the Kaleidoscope Part One: Portfolio Plays Chapter 1.1. Optimal Platform Role(s) Part Two: Design Plays Chapter 2.1. Customer Coalition Edge Chapter 2.2. Pivotal Persona Value Chapter 2.3. Platform-Wide Differentiators Chapter 2.4. Magnetic Offer Architecture In-Market Advantage and the Bee Part Three: Demand Plays Chapter 3.1. Brand-Demand Lead Engine Chapter 3.2. Lead-to-Sale Smoothing Chapter 3.3. Success to Momentum Chapter 3.4. In-Use Enrichment Chapter 3.5. Catalytic Community Chapter 3.6. Customer Renewal and Expansion Part Four: Innovation Plays Chapter 4.1. Reimagined Flows Chapter 4.2. Richer Ecosystems Chapter 4.3. Better Data Deal Chapter 4.4. Brands Get Brains Chapter 4.5. Reality Shifts Chapter 4.6. Visibility for Good Alignment Advantage and the Synchronized Swimmer Part Five: Interaction Plays Chapter 5.1. Full Journey Engagement Chapter 5.2. Dynamic Segmentation Chapter 5.3. Agile Content Chapter 5.4. Adaptive Innovation Part Six: Transformation Plays Chapter 6.1. Enterprise Body, Mind & Soul Chapter 6.2. Collaborative Go to Market Chapter 6.3. Growth Operations ACTION Transformative Leadership Company Leadership Key Function Leadership

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Book SynopsisEveryday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business. The largest part of this opportunity wastage comes from overlooked marketing potential, plus an inability to take immediate action based on competing time demands and budget restraints. 30-Minute Website Marketing: A Step By Step Guide utilizes over 15 years of website marketing experience and digital expertise to empower businesses to identify and act on untapped website success. With all actions taking 30 minutes or less, companies can work towards improving the results gained from their website marketing efforts, and by adhering to the practical steps in this book, businesses can be confident that those 30 minutes provide the returns on resource investment needed. Through this guide, Lee Wilson delivers impactful, instant value to the broader marketing and targeted website marketing field, with practical help, direction, and expert step-by-step advice for marketing professionals, business owners, entrepreneurs, and start-up organisations.Trade Review30-Minute Website Marketing is your new one-stop-shop for understanding digital marketing in bitesize chunks. If you’re looking to broaden your understanding of digital marketing and its place in business, you won’t go far wrong here. This book is packed full of information that’ll stand the test of time. Using his extensive expertise and knowledge, Lee Wilson has managed to create a book that captures the forms and functions of a wide-range of marketing channels without being overwhelming. I recommend you give this book a blast! -- Jack Cooper, Digital Marketing Manager, Andertons Music Co.Lee Wilson's experience and understanding of digital marketing has allowed him to distil complex marketing strategies and tactics into quick and easy process driven activities. With a focus on team management, this book is highly relevant to today’s enterprise internal digital marketing teams and agencies alike. Ensuring that every stakeholder is working to the best of their ability is just one of the key aspects of this book, and condensing the team environment, communication and delivery into 30 minute activities will drive ROI. -- Sam Osborne, SEO and Performance UX Specialist, Top 10 UK agencyWilson, who is associated with a search and digital marketing agency in the UK, offers a guide to website marketing strategies that take 30 minutes or less. He addresses fundamental online marketing challenges and an approach to establishing benchmarks, the role of websites in marketing, using a 30-minute action methodology, and strategies for social media marketing, search engine optimization, content creation, content marketing, pay-per-click advertising, conversion rate optimization, the wider website, and strategic thinking. -- Copyright 2019 * Portland, OR Protoview *Table of ContentsChapter 1. An introduction to the website marketing ecosystemChapter 2. Website marketing pain points & fundamentals Chapter 3. The role of websites in today's marketing Chapter 4. 30-minute actions methodology Chapter 5. 30-minute Social Media Marketing (SMM) actions Chapter 6. 30-minute Search Engine Optimization (SEO) actions Chapter 7. 30-minute Content Creation actions Chapter 8. 30-minute Content Marketing actions Chapter 9. 30-minute Pay-Per-Click Advertising (PPC) actions Chapter 10. 30-minute Conversion Rate Optimization (CRO) actions Chapter 11. 30-minute tips for the wider website Chapter 12. Strategic thinking in 30 minutes

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Book SynopsisTo increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. Social media marketing complements a brand or company's current marketing strategy as it aids in amplifying a company's brand voice and presence. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally. Marketers must be strategic in how they utilize these platforms by first understanding their consumers, while at the same time, meeting their business goals and objectives. Case studies on companies that use social media and advanced technologies to increase their brand awareness, engagement and conversion are discussed in this book. As businesses globalize, many marketers are struggling to establish a presence outside of the United States. Thus, this book also discusses the cultural differences in each country and how these differences matter when considering the usage of each of the social media platforms in certain countries. In this new work, digital marketing expert Emi Moriuchi educates business owners, marketing practitioners, students, as well as marketing researchers in understanding the usage of social media strategy . Containing both evergreen content as well as trending knowledge in the consumer market, this is a must-read for understanding social media marketing for domestic and international market.Table of ContentsChapter 1. An introduction to Social Media Chapter 2. Social Media as Communication Channels Chapter 3. Inbound Marketing and Analytics Chapter 4. Engagement Levels in Social Media Chapter 5. Influencer Marketing Chapter 6. Cultures and its impact on Social Media Usage Chapter 7. Cross-Cultural Social Media Marketing Strategy Chapter 8. The Role of Technology in Social Media

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Book SynopsisNew customer technology environments are magical worlds. With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever ; while being inundated with increasing amounts of marketing material. How can you market effectively using these new CTEs? Providing an accessible description of these new, emerging technologies, along with novel frameworks with which to apply them, marketing expert Devanathan Sudharshan offers a straightforward guide to leveraging CTEs. Laden with examples to make the discussion vivid for readers and excite their imaginations, Sudharshan covers decision making in CTEs, mixed reality technologies and enabling technologies. CTEs are still emerging, and their business impact is yet to be measured. This exciting investigative text offers students, practitioners and researchers the chance to learn about these technologies, see the possibilities of their impacts, and their growing applications for the world.Table of ContentsChapter 1. Introduction Chapter 2. Customer Information Processing and Decision Making in CTEs Chapter 3. Wonderment and Magic Chapter 4. Virtual Reality Chapter 5. Augmented Reality Chapter 6. Mixed Reality Chapter 7. Internet of Everything Chapter 8. Enabling Technologies Chapter 9. Conclusion

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Book SynopsisChina's economic rise and influence has been one of the most significant developments in the global economy of recent times. A driving force behind this expansion has been the private entrepreneurs and companies of China, some of which have literally redefined the economic and business landscape, both inside and outside of China. In 2000, Robin (Yanhong) Li founded Baidu and turned the company into the largest Chinese search engine (with over 80% market share by search query) and the world's second largest search engine. In 2005, Baidu completed its IPO on NASDAQ, and in 2007 became the first Chinese company to be included in the NASDAQ-100 Index. This book is the story of the rise of Robin Li and Baidu, which is integral to the story of China's vast internet economy.

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Book SynopsisThis edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency. Through social media, businesses are increasingly reaching and engaging their customers in several ways and so enterprises in Africa must harness the opportunities in the digital space if they want to remain competitive, earn profit, and meet their customers’ needs. Accordingly, this book looks at how digital technologies are helping shape the financial, educational, and advertising sectors in Africa. As digital technologies raise challenges, the chapters that follow will discuss ethical and social practical frameworks to effective digital business in Africa. This volume promises to fore both theoretical underpinnings, and practical implementations of digital technologies in the African business context.Table of ContentsChapter 1. Digital Business in Africa: Social Media and Related Technologies – An IntroductionPart 1 – Social Media Chapter 2. Ethical Social Media Marketing in Africa Chapter 3. The Benefits and Challenges of Social Media Marketing: Experience from Small and Rural-Based Entrepreneurs in the Vhembe District of Limpopo Province, South Africa Chapter 4. Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour Chapter 5. Examining the Impact of Value-Driven Social Media Content Strategies and Product Type on Social Media Behavioural Engagement: Evidence from Nigeria Chapter 6. A Self-Concept Interactionist Model of Social Media Reputation Chapter 7. Africa's Digital Marketplace: The Role of Social Media in Customer Engagement Part 2 – Related Technologies Chapter 8. Digital Financial Inclusion: M-PESA in KenyaChapter 9. Fintech, Cryptocurrency and Blockchain Technology: Towards Promoting a Digital Africa Chapter 10. Role, Characteristics and Critical Success Factors of Big Data (BD) - Implications for Marketing in Africa Chapter 11. Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market Chapter 12. Fostering a Digital Learning Ecosystem in NigeriaPart 3 - ConclusionChapter 13. Digital Tools and Platforms as the New Market Place: Driving Digital Business in Africa

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Book SynopsisAdvances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business. Table of ContentsChapter 1 Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives (Ogechi Adeola, Robert E Hinson, A. M. Sakkthivel) Chapter 2 SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy (Sany Sanuri Mohd Mokhtar and Maruf Gbadebo Salimon) Chapter 3 Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector (Kandappan Balasubramanian, Puvaneswaran Kunasekaran, Rupam Konar & A. M. Sakkthivel) Chapter 4 #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy (Nguyen Phong Nguyen & Emmanuel Mogaji) Chapter 5 Marketing Communcations During a Pandemic: Perspective from a Developing Country (Gloria K.Q. Apyapong) Chapter 6 Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa (Isaish Adisa, Oserere Ibelegbu & Blessing Chukwuka) Chapter 7 Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria (Silk Ugwu Ogbu)Chapter 8 Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates (Kakul Agha & Jason Fitzsimmons) Chapter 9 Corporate Social Responsibility and Corporate Bran Building in Africa’s Emerging Markets (Abel Kinoti Meru & Mary Wanjiru Kinot) Chapter 10 Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam (Nguyen Phong Nguyen & Emmanuel Mogaji)Chapter 11 Critical Green Innovation Themes for Brand Development in Emerging Markets Chapter 12 Marketing Communications: Embedding Sustainability Practices in a Changing World (Ogechi Adeola & Evans Olaniyi)

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Book SynopsisThis book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.

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Book Synopsis Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty? The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours.

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Book SynopsisThis book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.Trade Review“This is a much-needed book, as many strictly academic or textbooks still have a weakness around all things digital and the so-called new media. … Digital Influence is a highly actionable book with well-researched studies and content. An in-depth guidance towards achieving meaningful results and focused on the understanding of influencers is a core goal that is achieved. This book is an easy read but with insightful content.” (Bradley Wilson, Information, Communication & Society, Vol. 22 (10), 2019)“The rich insights in this book will interest more than the digital marketing crowd. Using case studies, frameworks, and industry figures, the author presents a wealth of details in a relevant and effective manner. … Summing Up: Recommended. All readers.” (S. M. Mohammed, Choice, Vol. 56 (9), May, 2019)Table of ContentsChapter 1: IntroductionChapter 2: Then vs. Now: Influencer Marketing (Re-Defined)Chapter 3: Levels of Influence: Key Characteristics of Modern-Day InfluencersChapter 4: A Global Phenomenon: The Rise of Influencers Around the WorldChapter 5: Business to Consumer (B2C) Influencer Marketing LandscapeChapter 6: Business to Business (B2B) Influencer Marketing LandscapeChapter 7: Discover Influencers: Finding the Perfect MatchChapter 8: Engage Influencers: Developing an Effective Outreach StrategyChapter 9: Collaborate with Influencers: Potential Paths to TakeChapter 10: Know the Risks: The Dark Side of Influencer CollaborationChapter 11: Measure Success: What’s the Return on Investment?Chapter 12: Case Studies: Influencer Marketing Best Practices from Around the WorldChapter 13: What's Coming: The Future of Influencer Marketing

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Book SynopsisDieses Buch klärt, was man über Marketing und Sales Automation wissen muss, wie man Projekte zu deren Umsetzung steuert, Werkzeuge auswählt und implementiert und welche Ergebnisse man erzielen kann. Zudem werden die erwartbaren Entwicklungen in der Zukunft aufgezeigt. Über die Hälfte der Inhalte dieser zweiten Auflage wurden im Vergleich zur Vorauflage erneuert. Das Themenspektrum spannt den Bogen von der Schaffung einer validen Datengrundlage über die Auswirkungen der Datenschutzgrundverordnung bei der Ansprache von Kunden und Interessenten bis hin zu Empfehlungen zur Auswahl und Implementierung der notwendigen IT-Systeme. Experten berichten von ihren Erfahrungen und geben Tipps und Hilfestellungen. Dabei wird ein besonderer Fokus auf die Verzahnung von Marketing und Vertrieb und das Management der Customer Journey sowie die Verbesserung der Customer Experience gelegt.Der Inhalt Digitalisierung von Marketing und Vertrieb Status Quo und Entwicklung von Marketing und Sales Automation Automation als Wachstumstreiber Entwicklung von Buyer Personas Datenschutz und rechtskonforme Marketing Automation Roadmap zum Einsatz von Automationslösungen Evaluation von Automation Tools Lead Management Automation Evaluierung der Touchpoint-Performance entlang der Customer Journey Funnel Performance Management Account-based Marketing Künstliche Intelligenz in Marketing und Vertrieb Mit Beitragen von Gerrit Ahlers, A.T. KearneyManfred Aull, Aull Sales SuccessJan Beco, BeConsulting Marc Bernrath, Wendero GmbH Prof. Dr. Nikolas Beutin, PwC DeutschlandProf. Dr. Simone Braun, Hochschule Offenburg Philipp Baron von der Brügen, leadtributor GmbHProf. Dr. Claudia Bünte, SRH Berlin University of Applied Sciences und Kaiserscholle GmbHDr. habil. Roland Burkholz, chain relations GmbHThomas Foell, Kommunikationsagentur wob AG Thomas Geiger, Market Data Analyst in einem internationalen Technologiekonzern Melanie Gipp, Adobe Deutschland Fabienne Halb, leitet das globale Customer Relationship Management in einem internationalen TechnologiekonzernDr. Martin Handschuh, eco2nomy GmbHDr. Klaus Heinzelbecker, Instituts für Sales und Marketing AutomationTorsten Herrmann, chain relations GmbHSabine Heukrodt-Bauer, Kanzlei RESMEDIA in Mainz und BerlinUlrich Hoffmann, ByteConsult Alexander Körner, b.relevant - Agile Digital Marketing Agency GmbH Dennis Krieger, SNP Schneider-Neureither & Partner SE Vivien Kupplmayr, Cisco SystemsPhilipp Moder, Phocus Direct Communication GmbHSteffen Oder, A.T. Kearney Martin Philipp, SC-Networks GmbHAndrew Sanderson, Ansaco Norbert Schuster, Strategieberater bei strike2Dr. Uwe Seebacher, Executive Advisor Thorsten Sydow, SALT Solutions GmbH Tobias Voigt, markenmut AGRoger Voland, t-systems Tony Vormelcher, ByteConsult Alexander Woelke, Cloudbridge ConsultingTable of Contents1 Grundlagen der Marketing und Sales Automation1.1 Marketing und Sales Automation1.2 Marketing und Sales Automation in Deutschland1.3 Valide Daten als Voraussetzung einer erfolgreichen Customer Journey1.4 Entwicklung einer Buyer Persona1.5 Rechtskonforme E-Mail-Marketing-Automation 2 Der Weg zur Automation von Marketing- und Vertriebsprozessen2.1 Marketing Automation führt zu Prozessoptimierung2.2 Verzahnung von Marketing und Sales Automation2.3 Marketing-Automation-Projekte erfolgreich umsetzen2.4 Roadmap zur Marketing Automation2.5 Evaluation von Marketingautomationssystemen2.6 Wie Sie die Versprechen der Marketing Automation einlösen 3 Automation im Lead Management3.1 Ran an den Kunden – So wird die Customer Journey zum Erfolgstrip3.2 Wirkungsvolle Kundenerlebnisse durch Marketing Automation3.3 Erfolgreiches Lead Management ist ohne CRM undenkbar3.4 Zusammenspiel von Lead Management und CRM entlang der Customer Journey3.5 B2B-Neugeschäft durch Marketing Automation3.6 Marketing Automation sorgt für ein effizientes Lead Nurturing3.7 Marketing Automation und Lead Management bei Kverneland3.8 Absatzsteigerung durch Marketing Automation3.9 Marketing Automation in Kleinunternehmen3.10 Internationalisierung mit Inbound Marketing und Marketing Automation stärken 4 Integration von Marketing und Vertrieb durch Automation4.1 Vertrieb 2030 – Megatrends und ihre Folgen für den Vertrieb4.2 Digitalisierung und Automation des B2B-Vertriebs4.3 Die Integration von Customer Relationship Management und Marketing Automation4.4 Verbesserung der Zusammenarbeit von Marketing und Vertrieb durch automatisiertes Lead Management4.5 Integration der Vertriebspartner in das Lead Management4.6 Auswirkungen der Sales und Marketing Automation auf den Vertrieb4.7 Account-based Marketing mit Marketing-Automation-Systemen4.8 Marketing Humanization 5 Anbieterverzeichnis mit Bewertungen 6 Glossar

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Book SynopsisAlle Grundlagen des Online-Marketings vereint in einem BuchWenn Sie sich für Online-Marketing interessieren, ist dieses Buch genau richtig für Sie. Es führt Sie behutsam in die Grundlagen der Online-Werbung ein und erläutert verschiedene Gebiete dieses umfangreichen Themenkomplexes. Neben den unterschiedlichen Erfolgsfaktoren und Zielsetzungen im Online-Marketing stellt der Autor auch zahlreiche Instrumente zur Erfolgsmessung vor. Mit diesem umfassenden Grundlagenwerk erhalten Sie nicht nur eine Einführung in das Online-Marketing, sondern auch einen detaillierten Einblick in das E-Commerce im Allgemeinen. Die vorliegende zweite Auflage wurde umfassend überarbeitet und um die neuesten Entwicklungen im Online-Marketing ergänzt. Neu sind unter anderem ausführliche Kapitel zu Themen wie E-Mail-, Social-Media- und Suchmaschinenmarketing.Optimale Prüfungsvorbereitung für Marketing-StudentenDer Autor legt großen Wert auf eine nachhaltige Wissensvermittlung, was sich in der didaktische Struktur des Werkes widerspiegelt. Es richtet sich insbesondere an Bachelorstudierende und Nebenfachstudenten des Studiengangs Marketing. Durch übersichtliche Lerneinheiten mit begleitenden Kontrollmodulen können sie das gelernte Wissen prüfen und vertiefen und sich so optimal auf Klausuren vorbereiten.Aber auch Angestellte in Werbeagenturen profitieren von der Expertise des Autors, da er nie den Praxisbezug zum Online-Marketing aus den Augen verliert. Dank vieler Leseempfehlungen können sich Interessierte spielend leicht tiefergehend mit den einzelnen Themen befassen.Table of ContentsInstruments, success factors and goals of online marketingConception of the online marketing deploymentInstruments of online marketingE-commerce

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Book SynopsisIn diesem Buch wird mit der Digital Marketing Roadmap ein Konzept vorgestellt, mit dem Sie das Marketing Ihres Unternehmens im digitalen Umfeld planen, umsetzen und messen können. Die Digitalisierung bringt nahezu täglich neue Möglichkeiten und Tools, um mit Kunden in Kontakt zu treten und Kaufimpulse auszulösen. Gleichzeitig steigen die Anforderungen an das Marketing, den eigenen Beitrag zum Verkaufserfolg zu belegen. Hierzu braucht es einen strukturierten Fahrplan, um sicherzustellen, dass die einzelnen Maßnahmen auch messbar auf die Erreichung der Marketingziele einzahlen.Erfahren Sie in diesem Buch, wie Sie eine Digital Marketing Roadmap für Ihr Unternehmen entwickeln, dabei Customer Journey und Sales Funnel verbinden und Ihr Onlinemarketing durch Erfolgsmessung stetig verbessern. Trade Review“... Alexander Schwarz-Musch, Alexander Tauchhammer und Bernhard Guetz haben in der Folge ein dreistufiges Konzept entwickelt, das sie in ihrem Buch „Quick Guide: Digital Marketing Roadmap“ vorstellen. Mit einer Schritt-für-Schritt Anleitung helfen sie Marketing-Verantwortlichen dabei, den Überblick zu bewahren und führen sie durch die drei Stufen Analyse und Ziele, Konzeptentwicklung sowie Erfolgsmessung und Optimierung …” (Kärntner Wirtschaft - Die Zeitung der Wirtschaftskammer Kärnten, 10. Februar 2023)Table of ContentsRe!think Marketing: Neue Möglichkeiten erfordern ein neues Denken.- Roadmap Step 1 – Analyse und Ziele: Buyer Personas, Relevante Touchpoints, Entwicklung der Customer Journey, Definition des Sales Funnels.- Roadmap Step 2 – Konzeptentwicklung: Auswahl Touchpoints, Definition Maßnahmen und Content.- Roadmap Step 3 – Erfolgsmessung und Optimierung: Gängige KPIs, Messinstrumente und mögliche Verbesserungsansätze.- Best Case Dr. Oetker Österreich.

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Book SynopsisDieses Buch gibt einen kompakten Einblick in die Grundlagen des Online-Reputationsmanagements und zeigt auf, warum es für jedes Unternehmen unabhängig von der Größe unverzichtbar ist, sich aktiv um seinen guten Ruf zu kümmern. Denn neben physischen Gütern prägen heute auch die immateriellen Werte das Image eines Unternehmens ganz entscheidend.Angriffe auf das Image drohen von allen Seiten – durch falsche Berichte, Cyberangriffe, Shitstorms oder Fake News. Sie können aber auch selbstverschuldet sein, wenn ein Unternehmen zum Beispiel schlechte Qualität oder einen miserablen Kundenservice bietet. Der beste Zeitpunkt, sich um die eigene Reputation zu kümmern, ist dann, wenn sie noch keinen Schaden erlitten hat. Dabei hilft dieser Quick Guide. Aber auch diejenigen, die sich schon im akuten Krisenmanagement befinden, werden durch dieses Buch wertvolle Impulse bekommen, um ihre Reputation wiederherzustellen.Table of ContentsWas Reputation ist, wie und wo sie gebildet wird.- Besondere Herausforderungen für den Mittelstand.- Die Ist-Analyse: Herangehensweise und Tools.- Reputationsmanagement: Vertrauensaufbau intern und extern.- Krisenmanagement: den guten Ruf wiederherstellen.

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Book SynopsisDieses Buch bietet einen Überblick über den State of the Art zum Thema Digitalisierung und Künstliche Intelligenz im Tourismus und in den damit verbundenen wesentlichen Gestaltungs- und Handlungsfeldern. Die Autoren diskutieren Entwicklungen in folgenden Kontexten: digitale Transformation, digitale Geschäftsmodelle, digitaler Wettbewerb, digitales Mindset und digitale Führungskompetenzen. Außerdem werden Fragen zur Rolle der Digitalisierung und Künstlichen Intelligenz im Spannungsfeld zwischen Effektivität, Effizienz und Ethik im Kontext einer Digital-Leadership-Perspektive betrachtet. Die instrumentelle und inhaltliche Bandbreite digitaler Technologien und digitaler Arbeitsformen in verschiedenen touristischen Teilbranchen und deren Akteure werden beleuchtet und es wird gezeigt, wie in diesem Themenkomplex Veränderung erfolgreich gestaltet werden kann. Denn Digitalisierung und Künstliche Intelligenz als Treiber des zukünftigen Unternehmenserfolgs sind einerseits Top-Themen in zahlreichen touristischen Branchen, andererseits zeigen viele aktuelle Unternehmenskonzepte, dass das Thema bislang für den Tourismussektor kaum analysiert und systematisiert wurde und in der Praxis vielfach unzureichend konzeptionell und organisatorisch verankert ist.Der Autoren-Mix aus Wissenschaft und Unternehmenspraxis macht den Sammelband zu einem Nachschlagewerk für jeden, den das Thema Digitalisierung und Künstliche Intelligenz im Tourismus bewegt.Table of ContentsDigitalisierung und Digital Leadership im Tourismus – Ein erster Blick aus Wissenschaft und Praxis.- Grundlegende Beiträge zur Digitalisierung und Künstlichen Intelligenz im Tourismus.- Konzeptionelle Beiträge zur Digitalisierung und Künstlichen Intelligenz.- Fallbeispiele und Best Practices.

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Book SynopsisDieses Buch gibt einen kompakten Einblick in die Basics der klassischen und digitalen Mediaplanung. Heutzutage werden Werbebudgets mehr denn je immer wieder neu justiert, und die Mediaplanung wird komplexer. Die Herausforderungen an eine adäquate Zielgruppenansprache sind enorm, denn das Zusammenspiel der einzelnen Kanäle oder auch die gezielte Auswahl individueller Botschaften fordern ein detailliertes Verständnis darüber, wann welche Instrumente die Zielgruppen erreichen und zum gewünschten Ergebnis führen können. Von der Medienauswahl über die Zielgruppenanalyse bis hin zum Controlling werden in diesem Essential sowohl für klassische und lang etablierte Kanäle als auch für neue, digitale Kanäle die ersten Schritte der Mediaplanung erläutert.Ein Buch für Mediaplanungseinsteiger, Studierende und Schaffende der Medienwelt, die sich die Grundlagen aneignen wollen.Table of ContentsGrundlagen der Mediaplanung: Abgrenzung zu Kreation und Mediengattungen.- Klassische Mediaplanung: Budget-, Ziel- und Zielgruppenbestimmung, Werbewirkung und Medienauswahl, Media-Controlling.- Digitale Medienplanung: User-Definition, Medienauswahl, Exkurse SEO und Influencer-Marketing, Media-Controlling.

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Book SynopsisDieses Essential erklärt, wie Sie Ihre Webseite oder Ihren Onlineshop für die Top-Plätze der Suchmaschinen fit machen können – insbesondere beim Marktführer Google. Denn wenn Sie heute mit digitalen oder physischen Produkten oder auch Dienstleistungen in den Online-Verkauf einsteigen wollen, sind Sie auf gute Positionen in der organischen Suche angewiesen. Zudem gewinnen Sie nur mit einer attraktiven Seite und überzeugenden Inhalten das gute Bauchgefühl Ihrer Seitenbesucher und erzielen die gewünschten Conversions. Der Autor erläutert alle grundlegenden Regeln der Suchmaschinenoptimierung, welche Bedeutung der Algorithmus hat, wie eine fundierte Webseitenanalyse aussieht und alles Wissenswerte rund um Keywords und technische Aspekte.Eine kompakte Einführung für kleine und mittelgroße Unternehmen, Einzelkämpfer, Gründer und Start-ups und alle, die ihre Webseite boosten wollen.

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