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II. International Academician Studies Congress (ASC 2021/Fall) Book of Abstracts
22-24 October 2021 BOOK OF ABSTRACTS
Principles of Integrated Marketing Communications: A Malaysia Casebook
This book is written primarily as an introductory textbook aimed for both undergraduate and postgraduate students of all institutions of higher learning in the areas of marketing communication, advertising and promotion. It is packed with comprehensive discussion on the essential aspects of integrated marketing communication (IMC) covering on the topics on the conceptualisation, tools, process of implementation, related models and theories, and IMC's measurement of effect. Readers will also learn practical IMC experience through award winning case studies provided by member agencies of the Association of Accredited Advertising Agents Malaysia (4As) and other cutting-edge companies and brands such as Maxis, Malaysia Airports Holdings Berhad, KFC, Langkawi Development Authority, Universiti Sains Malaysia and Wipro Unza. For both students and practitioners in the areas of marketing communication, advertising and promotion, Principles of Integrated Marketing Communications: A Malaysia Casebook is an essential guide towards unified and seamless IMC experience.
Determinants of Innovation
Micro-econometric analyses cover a wide range of new innovation 'input' and 'output' indicators. Among the robust findings about determinants of innovation is evidence on the importance of technological opportunity, of appropriability of innovation benefits, and of Schmooklerian demand-pull effects. As opposed to the evidence from standard R&D data, small firms appear more innovative and the impact of market power on innovation is, in the best case, modest.
Work Psychology
Examines the contribution of psychological theory to our understanding of human behaviour at work. It covers both personnel issues such as a selection and training and organizational issues such as decision making. This edition includes new material and coverage of organizational culture and design. unfamiliar with the theory of work psychology as well as those with a basic grounding in the subject. There is also new material on change and development and the issue of power at individual, group and organizational levels. It contains case studies and practical illustrations. An instructor's manual available with suggested short answer, essay and project assignments based on the content of each chapter.
Emotionalintelligenceandmarketing
This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable.
Game-Based Marketing
Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zyngaâ...
Mobile Platforms, Design, and Apps for Social Commerce
While social interactions were once a personal endeavor, more contact is now done virtually. Mobile technologies are an ever-expanding area of research which can benefit users on the organizational level, as well as the personal level. Mobile Platforms, Design, and Apps for Social Commerce is a critical reference source that overviews the current state of personal digital technologies and experiences. Highlighting fascinating topics such as M-learning applications, social networks, mHealth applications and mobile MOOCs, this publication is designed for all academicians, students, professionals, and researchers that are interested in discovering more about how the use of mobile technologies can aid in human interaction.
