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Analyzing the Cultural Diversity of Consumers in the Global Marketplace
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
New Contributions in Information Systems and Technologies
This book contains a selection of articles from The 2015 World Conference on Information Systems and Technologies (WorldCIST'15), held between the 1st and 3rd of April in Funchal, Madeira, Portugal, a global forum for researchers and practitioners to present and discuss recent results and innovations, current trends, professional experiences and challenges of modern Information Systems and Technologies research, technological development and applications. The main topics covered are: Information and Knowledge Management; Organizational Models and Information Systems; Intelligent and Decision Support Systems; Big Data Analytics and Applications; Software Systems, Architectures, Applications and Tools; Multimedia Systems and Applications; Computer Networks, Mobility and Pervasive Systems; Human-Computer Interaction; Health Informatics; Information Technologies in Education; Information Technologies in Radio communications.
Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace
With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary ...
Revitalizing Student Skills for Workforce Preparation
Due to rapid technological advancements, evolving workplace structures, and a shift towards remote work, the nature of work is undergoing transformations influencing communication, work dynamics, and learning processes. Improving the skills of future workforces is now a necessity as the growth of work-skill misalignment and employability skills gaps becomes prevalent. Educational institutions must prepare students for the digital world by providing them with advanced knowledge and essential skills in modern technology. To positively shape the future workforce, effective solutions for skill revitalization should be explored. Revitalizing Student Skills for Workforce Preparation explores the i...
Game-Based Education Approaches to Inclusive Business Management
Addressing social inequalities and fostering holistic well-being has never been more pressing. As people grapple with environmental challenges and navigate the complexities of human interactions, the need for a paradigm shift in how businesses are managed becomes vital. Seeking to confront the profound issue at the heart of our societal fabric — the need for organizations, both public and private, to transcend conventional practices— emerges Game-Based Education Approaches to Inclusive Business Management as a tool for change. The book advocates for a transformative approach that integrates game-based learning and working methodologies to instigate a shift towards inclusivity, social res...
Strategic Customer Relationship Management in the Age of Social Media
In today's society, organizations are looking to optimize potential social interactions and increase familiarity with customers by developing relationships with various stakeholders through social media platforms. Strategic Customer Relationship Management in the Age of Social Media provides a variety of strategies, applications, tools, and techniques for corporate success in social media in a coherent and conceptual framework. In this book, upper-level students, interdisciplinary researchers, academicians, professionals, practitioners, scientists, executive managers, and consultants of marketing and CRM in profit and non-profit organizations will find the resources necessary to adopt and implement social CRM strategies within their organizations. This publication provides an advanced and categorized variety of strategies, applications, and tools for successful Customer Relationship Management including, but not limited to, social CRM strategies and technologies, creation and management of customers' networks, customer dynamics, social media analytics, customer intelligence, word of mouth advertising, customer value models, and social media channel management.
Maximizing Commerce and Marketing Strategies through Micro-Blogging
The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business’s strategy. Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.
Renewable and Alternative Energy: Concepts, Methodologies, Tools, and Applications
As the human population expands and natural resources become depleted, it becomes necessary to explore other sources for energy consumption and usage. Renewable and Alternative Energy: Concepts, Methodologies, Tools, and Applications provides a comprehensive overview of emerging perspectives and innovations for alternative energy sources. Highlighting relevant concepts on energy efficiency, current technologies, and ongoing industry trends, this is an ideal reference source for academics, practitioners, professionals, and upper-level students interested in the latest research on renewable energy.
